The British love affair with gin is well-known, but after a decade-long "gin boom", the last few years have seen a substantial slowing of sales as hundreds of smaller brands shut up shop and drinkers experimented with different categories. Even the bigger brands were affected – with the UK’s favourite, Gordon’s, reporting a £72.8m loss in April 2023. Nevertheless, gin is still a staple for your shelf: you just need to be smart with your choices.
British history is punctuated with gin booms, and in the consequent lulls between it still remains a top pick for millions of adoring UK customers. The last boom of the 2010s saw thousands of sweet, synthetic flavoured varieties flood the market. Unless you have compelling sales data to suggest otherwise – ditch those and instead try more sophisticated flavours such as Glendalough, or Nordes Gin with its refreshingly sweet flavour that comes purely from the botanicals. If ready to drink options sell well, East London Liquor Company have some great cans, like Grapefruit Gin and Tonic which are as well branded as they are delicious.
Nick Gillett
Make sure you also have a classic London Dry but be sure to mix up your mixers and provide multiple options. There are some great brands experimenting with tonics and sodas, FeverTree and London Essence Co. have so many options that can be bundled up to make an appealing offer.
In short, the UK loves gin. And by stocking the brands that are innovating to drive the category forward, you might just remind your customers how much they love a good old-fashioned Gin and Tonic.
