Pernod predict gin “resurgence”

4th September, 2012 by SB Staff Writer

Pernod Ricard predicted a resurgence in gin sales at a round table discussion in London with the UK press this morning.

Beefeater Forever London gin

Beefeater’s Forever London campaign was a great success for Pernod

Although the event focused on the strong performance of the group’s Scotch portfolio, particularly in emerging markets, Christian Porta, CEO of Pernod-owned Chivas Brothers, said: “We see a resurgence in gin and I think that will be very beneficial for a brand like Beefeater.”

Looking at figures from the financial year 2011/12, he highlighted volume growth of 6% and a net sales increase of 7% for Beefeater, Pernod Ricard’s leading gin brand.

Considering its primary markets are Western Europe and the US, the result was in contrast to the usual tales of plateauing spirits sales in these mature economies.

Indeed, Porta even said that it was “remarkable” that the label was doing well in its largest market, the recession-struck Spain, which accounts for 1.1 million of Beefeater’s 2.5m global sales.

Reiterating his belief in a comeback for gin, Porta noted the success of Beefeater’s “Forever London” campaign, its “Inside London” special edition – which sold over 600,000 units – and the spirit’s growing appeal among bartenders.

He also mentioned an emerging demand for super-premium expressions, such as Beefeater 24, and “success with the re-launched Plymouth gin, which is now in a new, more traditional bottle and at a higher price.”

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