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?

Diageo sells five-star Gleneagles Hotel

Diageo has sold its five-star hotel and golf resort in Gleneagles, Scotland, to more...

Whisky waste can boost Scottish economy by £272m

Scotland's economy could benefit from an additional £272 million annually if more...

Governor vetoes alcohol privatisation bill

Pennsylvania governor Tom Wolf has vetoed a bill to privatise the sale of more...

The Global Gin Masters 2015 results

Few spirits categories offer as much variety – or provide as much fuel for more...

Same-sex marriage law sees Equality Vodka expand

Equality Vodka, which promotes LGBT rights, has unveiled plans to expand more...

Most innovative spirits campaigns in June

Summer soirées and musical collaborations, plus documentaries and tranquil more...

Germany benefits from boost in premiumisation

In a stagnant spirits market, Germany is discovering a penchant for premium more...

Customs seize 49,000 litres of illicit spirits

HM Revenue and Customs has seized 49,000 litres of illegal spirits following a more...

De Kuyper names ex-Bacardi boss as new CEO

Dutch spirits producer De Kuyper Holding has named the former head of more...

Ole Smoky Moonshine expands executive team

Ole Smoky Tennessee Moonshine has announced two new executive team members will more...

Kahlua 'counterfeiter' agrees to drop label

The importer of Kahfua has agreed to temporarily stop using its label after more...

Top 10 best-selling rum brands

The majority of million case selling rum brands saw impressive growth last more...

New £850 pellet 'aids' treatment for alcoholism

A private clinic in London has developed an £850 pellet that “helps to more...

SWA makes two new senior appointments

The Scotch Whisky Association is increasing its London presence with the more...

Belvédère confirms company name change

French drinks group Belvédère has confirmed the company’s official name more...

Nikka discontinues whisky age statements

As global demand for Japanese whisky soars, Nikka Whisky has confirmed its more...

Thompson's Bordelais Grape Gin set to launch

Spirits producer Thompson’s is readying to release a new small batch London more...

Heaven Hill revamps Lunazul Tequila packaging

Heaven Hill Brands has launched its "One Sip and You Know" marketing campaign more...

Drink-related illnesses rise by 5%, figures reveal

The number of hospital admissions related to alcohol consumption in England more...

Edrington writes down value of Brugal rum

Edrington, owner of The Macallan Scotch whisky, has been forced to write down more...