Market Watch, Summer 2020

82 MARKET WATCH MARKETWATCHMAG COM SUMMER 2020 pes like The Curious Jackalope comprising the Irish gin lime juice grapefruit juice simple syrup and a grapefruit wedge on its website Drumshanbo also offers virtual masterclasses with notable mixologists Other marketing strategies include partnering with celebrities as Aviation Gin has done with actor Ryan Reynolds who partially owns the brand and sponsoring events like Seagrams with One Music Fest And many brands run social media campaigns like Bombay Sapphire with Stir Creativity and FindYourCanvas Seasonal promotions are also popular Hendricks saw 58 growth after promoting a Cucumber Lemonade drink last summer and 16 growth during the 2019 holiday season after promoting its Cranberry Fizz cocktail according to senior brand manager Paige Parness Whenever possible in person promotions are part of the mix F E W has an ambassador team travelling the U S to promote its spirits to bartenders retailers and consumers Caorunn gin produced at Balmenach Distillery in the Scottish Highlands likewise has a team of on premise activators Education is always important says brand manager Gillian Gibson Not all consumers know the difference between London Dry gin and distilled gin Working with national and regional chains is key for many brands Aviation for instance partners on promotions with Yard House TGI Fridays AMC Theaters and The Four Seasons Hotels in the on premise space and with Albertsons Cos Specs Publix Total Wine More and Binnys Beverage Depot at the retail level The Covid 19 pandemic also brought online based marketing and engagement to the forefront as the on premise mostly shuttered in mid March Some gin brands offered initiatives to help consumers both make their own gin cocktails at home while also supporting the hospitality LEADING GIN BRANDS IN THE U S PRICED AT 15 25 A 750 ML thousands of 9 liter cases Percent Change1 Brand Importer Origin 2015 2016 2017 2018 2019 2018 2019 Tanqueray Diageo North America England 1348 1373 1376 1385 1385 Bombay Bacardi USA England 1000 1182 1123 1134 1161 23 Beefeater2 Pernod Ricard USA England 479 468 463 435 426 20 Boodles Proximo Spirits England 42 49 51 52 55 65 Citadelle Maison Ferrand USA France 26 31 35 39 48 220 Total Leading 15 253 2895 3103 3047 3045 3074 10 1 Based on unrounded data 2 Excludes 24 Pink Burroughs Reserve and seasonals 3 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2020 LEADING GIN BRANDS IN THE U S PRICED ABOVE 25 A 750 ML thousands of 9 liter cases Percent Change1 Brand Importer Origin 2015 2016 2017 2018 2019 2018 2019 Hendricks William Grant Sons USA Scotland 294 341 370 440 472 73 Aviation Davos Brands U S 10 12 13 27 53 953 The Botanist Remy Cointreau USA Scotland 11 19 26 32 41 274 Martin Millers Blue Ridge Wine Spirits England 30 30 35 35 37 50 Plymouth Pernod Ricard USA England 30 32 35 36 36 14 Uncle Vals 3 Badge Beverage Corp U S 11 13 26 27 31 141 Drumshanbo Taub Family Cos Ireland 5 19 30 595 Gunpowder Fords London Dry The 86 Co Brown Forman England 10 19 24 30 29 33 Bluecoat Samson Surrey U S 10 12 17 23 27 200 Monkey 47 Pernod Ricard USA Germany 2 2 4 10 17 667 Sipsmith Beam Suntory Inc England 6 12 14 174 Total Leading Over 252 396 462 534 659 746 131 1 Based on unrounded data 2 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2020