Opportunities for growth in the gin category are still available in traditional markets, but brand owners are starting to turn to the likes of India and China to get ahead, Global Drinks Intel has learned.
In an article featured in this month’s issue of Global Drinks Intel magazine, smaller brand owners have highlighted the potential of less-established markets for gin. While the rate of growth in the UK and Spain, two of the category’s flagship countries, is slowing, the Middle East and Asia-Pacific are now coming into view.
“In Europe, the gin boom is over the peak, but still slightly growing – not as much as before though,” Godelief van Erve, global marketing director of De Kuyper Royal Distillers, owner of the Rutte brand told Global Drinks Intel. “In Asian markets, gin is growing, especially in countries such as India and China.
“Not only is gin consumption rising in these markets, but so are locally-crafted products.”
The president of international business at Jaisalmer Indian Craft Gin owner Radico Khaitan, Sanjeev
Banga, qualified van Erve’s view further. “India is seeing remarkable growth in gin consumption, especially in a category that was non-existent until three years ago, Banga said. “The Middle East, Far East and Australia are also witnessing a growing demand for gin.”
The latest issue of Global Drinks Intel magazine was published late last month. For more details, including how to subscribe to Global Drinks Intel, click here.
On-premise recovery turbocharges super-premium gin – Category Intel
