Market Watch, Summer 2020
SUMMER 2020 MARKETW ATCHMAG COM MARKET WATCH 83 industry Bacardi Ltd promoted the Raise Your Spirits campaign while Bombay offered its own Create From Home outlet Aviation launched the TipYourBartenders program and Tanqueray was part of Diageos TipsFromHome campaign both of which raised funds in support of the United States Bartenders Guild USBG to help bartenders who were out of work due to the global health crisis Looking Ahead Bahrami of The Gin Room foresees experimentation with juniper in the gin categorys future I believe juniper is going to become more important the way it was during the first wave of the contemporary gin movement she says I think distillers and brands are now understanding the excitement and the use of juniper within a gin Copper Kings Heron adds that innovation is key to the categorys success I think the gin wave is cresting in the U S he says Gin will become a category that brings in a lot of new drinkers through innovation Producers are hoping gins numbers will grow as the craft space continues to develop I see gin growing in the U S says Glendaloughs McLoughlin I expect to see consumers explore the category more and taste different blends Hes also optimistic that gins prevalence abroad will translate to the U S Drinks trends in the U S are slightly behind in terms of the gins that are ever popular in the UK and Ireland he adds The future of the gin category is extremely bright with more options available each year the opportunity for growth feels endless says Parness of Hendricks Nevertheless the future of gin as with all spirits depends on how the Covid 19 crisis pans out When this is all over theres still going to be a market but everything will look different says F E W s Hletko Whats demand going to look like Its hard to tell but hopefully it makes the distilleries that survive that much stronger mw Bacardi owned Bombay botanical glasshouses at Laverstoke Mill top has stoked success with social media campaigns like Stir Creativity and FindYourCanvas while craft distiller St George gin lineup above has made gains with its 200 ml bottles
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