It’s got to be pink.. yes pink gin is contributing hugely to the boost in gin sales. Nearly 9 million people consumed gin outside of their homes in the year to 18 May 2019 – up by some 2.3m year-on-year.
Flavoured and especially pink gin are leading the growth in sales. With approximately 5.1m consumers now claiming to drink pink gin, sales in the flavoured category grew close to £395m in the year ending May 2019.
More than half of them being relatively new to drinking pink gin suggests that consumers are being tempted away from other spirits to try pink gin and new cocktail variations.
It is estimated that 70% of gin sales growth comes from pink gin and only time will tell if pink gin is a fruity novelty or here to stay. Whatever happens, there is no end in sight to the demand and its women that account for seven out of 10 of all pink gin drinkers.
This summer more than 61,000 licensed venues will be stocking pink gin – a number that has more than tripled in the last 12 months and still growing and in the UK pink gin accounts for approx 28% of all gin sales, with the proportion rising to nearly 41% in the North West of England and North Wales.
Pink is just booming.
Pink gin has been an extraordinary success story for both the on-trade and off-trade. Pink gin is tempting a lot of drinkers away from vodka and wine. The fruity appeal hits the spot for new gin spirit drinkers and is supporting regional distillation startups, from Scottish Highland micro-distilleries to Welsh gin producers from the valleys there is a new taste sensation in every region.
Bars and pubs are now trying to innovate and keep their range fresh and tempt drinkers with as wide a selection as possible.
Sales of mainstream gin brands grew by 80% in the last year and premium gins rose by nearly 25%, while super-premium brands leapt by close to 47%.
The average pub will now stock minimum 8 gin brands, more than twice the average of two years ago and of the 300 new gin brands that entered the on-trade market in the last 5 years nearly one in six is a flavoured gin.
Drinks industry specialists report that there is no end in sight to the remarkable revival of gin sales and just as the industry did not see this boom coming, they find it equally hard to predict where it is going.
Pink gin is certainly on trend and customers are becoming more adventurous and experimental. Cocktails laden with fruity garnishes look very tempting and taste great too, its hardly a surprise that pink gin is very much in and here to stay.