Food & Drink

Gin Brand Champion 2021: Gordon’s

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Gordon’s maintained its quantity gross sales in 2020

Gin has been on an upward trajectory for years, however as with rum, whisky and extra, it skilled an total decline in 2020 as a consequence of Covid‐19 and the ensuing closure of the on‐commerce. None of our million‐case‐promoting gin manufacturers posted development up to now 12 months, and some manufacturers noticed gross sales plummet drastically.

Nonetheless, the gin bubble hasn’t essentially burst. Drinks giants are nonetheless investing closely within the juniper spirit: Diageo’s US$610 million purchase of Aviation American Gin – the product co‐owned by actor Ryan Reynolds – made headlines in 2020, as did Pernod Ricard’s takeover of German gin Monkey 47.

With bars shuttered, customers quenched their thirst within the off-trade, and gin was the spirit of selection for a lot of drinkers. In keeping with the Wine and Spirit Commerce Affiliation, the class’s retail worth within the UK shot up 22% within the 12 months to October 2020, smashing the billion‐pound mark for the primary time by bringing in £1.2 billion (US$1.6bn). Of those gross sales, £456m (US$659m) went in direction of flavoured gin – a 31% 12 months‐on‐12 months enhance for the subcategory.

This 12 months, the title of Gin Model Champion was awarded to Diageo-owned Gordon’s. With 6.7m 9‐litre instances bought in additional than 180 international locations, it’s the solely model that maintained its quantity gross sales in 2020. Mark Jarman, world head of Gordon’s, credit that consistency to the model’s status. “The final 12 months has been filled with uncertainty, and in such instances customers search their favorite manufacturers that provide them belief, high quality and familiarity to ship the good model experiences they know they may get pleasure from and might depend on,” he says.

Gordon’s aimed to stay related in a tough 12 months by staying “agile” and pivoting its advertising – for example, tailoring its ‘Shall We?’ marketing campaign to give attention to at‐residence consuming. Naturally, retail performed a key position within the model’s gross sales: “We’ve additionally targeted on working very carefully with the off‐commerce and e‐commerce channels to make it as straightforward and interesting to decide on Gordon’s, utilizing the media and buying channels customers shifted to,” Jarman says.

The model tapped into developments too, eyeing the non‐alcoholic ‘spirits’ market with an alcohol‐free variant on the finish of 2020, and capitalising on the demand for flavoured gin with Sicilian Lemon and Mediterranean Orange expressions. With the latter launches, the producer was undoubtedly hoping to recreate the success of its Pink Gin, which sold more than 1m cases in its first two years. The brand new flavours didn’t expertise the identical large take‐up as their pink predecessor, however they definitely aided the model’s gross sales. “As soon as upon a time Gordon’s was actually solely London Dry,” Jarman explains. “Right this moment non‐London Dry variants and innovation will proceed to play a important position in recruiting new customers to the class and to the model.”

The previous 12 months proved most difficult for Beam Suntory’s Larios Gin, which noticed gross sales drop by almost a 3rd. Hendrick’s, produced by William Grant & Sons, additionally suffered, with a 12 months‐on‐12 months lower of 26%. Apart from our Model Champion, Pernod Ricard‐owned Seagram’s got here the closest to breaking even, promoting 2.5m 9‐litre instances in contrast with final 12 months’s 2.6m.

Gin (figures: million 9l-case gross sales)

BRAND OWNER 2016 2017 2018 2019 2020 %+/-
Gordon’s Diageo 4.5 5.1 6.5 6.7 6.7 0.0%
Bombay Sapphire Bacardi 3.8 4 4.3 4.7 4.3 -8.0%
Tanqueray Diageo 3.1 3.5 4.0 4.5 4.1 -9.7%
Beefeater Pernod Ricard 2.8 2.8 3.1 3.4 2.7 -20.9%
Seagram’s Pernod Ricard 2.6 2.6 2.6 2.6 2.5 -6.1%
Larios Beam Suntory 1.2 1.4 1.5 1.5 1.0 -30.4%
Hendrick’s William Grant & Sons 1.0 1.1 1.3 1.4 1.0 -26.0%

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