Spain’s gin fallout ‘happening already’

17th February, 2014 by Becky Paskin

Gin growth in Spain is predicted to slow down this year, as less successful brands begin to fall out of the over-saturated market.

Gin Masters results

David Bromige, co-founder of Martin Miller’s, predicts gin sales will slow down in Spain this year

While gin is the most popular spirit drunk in Spain with more than 100 brands now available, the owner of the second-largest premium brand in the country believes growth will slow down in 2014.

David Bromige, creator of Martin Miller’s Gin, told The Spirits Business that many of the Spanish-owned gin brands are beginning to drop out of the marketplace as consumers “look for a certain level of integrity in brands”.

“We’re seeing lots of gin brands dropping back in Spain; the fallout is happening already,” he said.

“The companies making quality gins for a reason and not just short-term financial gain are gaining some traction and are stabilising. But all these brands that come out with a nifty brand name, standard bottle and obscure added botanical are dying deaths already.”

The swift rise of gin in Spain is attributable to the country’s penchant for gin and tonic, with many bars now offering a dedicated gin and tonic menu.

Bromige claims Spain is still the largest market for Martin Miller’s Gin, the number two premium brand behind Hendrick’s (according to Nielsen), and the main growth driver for the 150,000 case brand. However, he expects the US, which “is growing very rapidly for us now” to overtake its footprint in Spain by the end of the year.

“Our main feeling is Spain will not grow as fast in 2014; the US is where our focus will be so we are putting a lot of investment into the market now,” Bromige added. “We are in all 50 States but we just need to get good people selling for us. All mixologists in the US know the brand well and we trust them to carry our ethos, but we do need to talk to a broader base in America beyond mixologists now.”

With an increased focus on the US market, Martin Miller’s expects to double its annual case sales in 2014.

For a full interview with David Bromige on Martin Miller’s and the gin category, see the February 2014 issue of The Spirits Business.

Leave a Reply

If that's interesting, how about these?

LVMH bolstered by China 'normalisation'

Reported sales for LVMH's Wine & Spirits division grew 16% in 2015 to more...

Loch Lomond Scotch whiskies set for US debut

Independent distiller and blender, Loch Lomond, will enter the US market more...

SWA meets with Treasury over tax 'burden'

Representatives from Scotch Whisky Association have met with the UK Treasury to more...

Top 10 spirit launches in January 2016

The New Year kicked off with the launch of a highly anticipated Japanese more...

Brown-Forman to buy back $1 billion shares

Brown-Forman has approved a US$1 billion share repurchase programme following more...

Southern Wine & Spirits exec to retire

Southern Wine and Spirits of America has announced the retirement of Will more...

Breakthru Beverage Group names CFO

Newly formed Breakthru Beverage Group – now one of the leading drinks more...

Diageo predicts 'strong growth' in North America

Ivan Menezes, CEO of Diageo, is “pleased” with the group’s 2% organic net more...

Quintessential takes gin distribution in-house

London-based drinks group Quintessential Brands will take on-trade distribution more...

‘Transformational’ Conviviality sees H1 revenues soar 38%

Leading UK alcohol wholesaler Conviviality Plc has posted a 38% increase in more...

American whiskey boosts US spirits once again

Spirits experienced another year of “steady growth” in the US last year, more...

Pub landlord opens UK's 'smallest' distillery

A pub landlord has opened what is thought to be the UK’s “smallest” more...

'Worry' over unaged whisky cask investments

Investment specialists at Rare Whisky 101 (RW101) have expressed “worry” more...

Market for rare whisky 'exceeds all forecasts'

The rare whisky market experienced a “record” year in 2015, with the value more...

The fastest growing spirits in the US

For both established and fledgling brands, the US is the Holy Grail of all more...

Beam Suntory targets Kenya with distribution partnership

Edrington Fix Middle East (EFME) and King Beverage have formed a "strategic more...

William Grant 'evolves' US commercial team

Glenfiddich Scotch whisky maker William Grant & Sons is targeting “continued more...

Rémy Cointreau renews US distribution deals

Rémy Cointreau has renewed a series of exclusive distribution agreements in more...

Scotch and baijiu among 'most valuable' brands

Two spirits brands have appeared in the new Global 500 list that counts down more...

Speyside Distillers secures £2.3m for expansion

Speyside Distillers Company, whose global ambassador is retired footballer more...