Market Watch, Summer 2020
Gin 76 MARKET WATCH MARKETWATCHMAG COM SUMMER 2020 T otal gin consumption in the U S market has been in decline for years with overall volume at 919 million 9 liter cases in 2019 according to Impact Databank compared to more than 18 million in 1975 when the category was at its peak Today the leading brands by market share are Seagrams from Pernod Ricard 194 share Diageo owned Tanqueray 151 share and Bacardi owned Bombay 126 share Another wave emerges below those brands which includes E J Gallos New Amsterdam Diageo owned Gordons Hendricks from William Grant Sons and Pernod Ricards Beefeater Among these leaders however the picture of growth is mixed Seagrams was down 47 in 2019 Tanqueray remained flat New Amsterdam was down 45 and Gordons was down 4 Only Bombay and Hendricks made gains at 23 and 102 respectively While that growth shows a positive trend it remains small and the category as a whole has yet to experience a surge like that of whiskies in the last few years But gin is steadily garnering renewed interest mostly thanks to an enlarged presence in cocktail culture and the craft space In addition brands are tapping into innovation and premiumization in a big way The beauty of the gin category is its nuance says Megan Abraham lead bartender at San Francisco based Commons Club The bounty of its palate spread is almost limitless Gin is indeed one of the broadest spirits categories in terms Craft players boost a category thats been faltering for decades BY JESSICA BEEBE Craft producers are making waves in the gin category which has been slipping for decades Natasha Bahrami pictured founder and owner of The Gin Room in St Louis sees consumers abandoning traditional sweet gin drinks for more innovative savory ones Grow Can PHOTO BY ROBERT L BROWN
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