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.”

Leave a Reply

If that's interesting, how about these?

Beam continues 'Bourbon Legends' rollout with UK workshops

Beam Suntory has got its “Bourbon Legends” campaign underway in the UK with more...

Glenlivet 'becomes world's no. 1 single malt'

Chivas Brothers has announced that after selling more than one million cases in more...

The week in pictures

Exclusive whisky launches steeped in history, seasonal cocktail menu overhauls, more...

Pernod Ricard targets -2% China growth

The company’s managing director finance and operations, Gilles Bogaert, says more...

Alcohol sales in Scotland on the rise

Alcohol sales in Scotland increased last year, bucking the downward trend since more...

Pernod on ‘mission’ to ‘stabilise’ Absolut in US

Pernod Ricard’s Gilles Bogaert has spoken of his company’s “mission” to more...

Corralejo to mark 20th anniversary at TFWA

Fraternity Spirits will celebrate Tequila Corralejo's 20th anniversary with a more...

The Glenlivet breaks ground on expansion

Chivas Brothers has broken ground on expanding The Glenlivet distillery to more...

Russian Standard extends GTR limited editions

Russian Standard Vodka has launched a third global travel retail exclusive more...

Top 10 spirits marketing campaigns in August

A combative ad from Captain Morgan White Rum, festival celebrations and a Rugby more...

Cocktail shot machine seeks Kickstarter funding

The creators of a new "party-to-go" cocktail shot machine, Eazyshot, have more...

Risk to Bourbon if tourism laws not 'modernised'

At the same time as celebrating Bourbon Heritage Month, Kentucky governor Steve more...

Captain Morgan Cannon Blast targets shooters

Diageo is targeting the shot market with the new Captain Morgan Cannon Blast, more...

Half of Taiwan's population lack alcohol metabolising gene

Research has revealed that 47% of Taiwanese people lack a gene required to more...

Brown-Forman sees marginal sales decline

Brown-Forman has seen a marginal decline in its Q1 reported net sales, however more...

Heaven Hill to spend $13m on barrel storage

Elijah Craig Bourbon producer Heaven Hill Brands is to embark on a US$13.2 more...

Pernod Ricard writes down value of Absolut

Pernod Ricard has been hit by a 15% drop in 2014/15 full year net profits more...

A drink with... Alexi Lambrou, Stolichnaya

Stolichnaya Premium vodka’s global brand manager discusses his passions and more...

Deadline nears for Snow Queen Martini Masters

UK-based bartenders have less than one month to enter the Snow Queen Martini more...

Pernod Ricard's top brands in 2014/15

While a significant number of Pernod Ricard’s key brands reported flat or more...