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.
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.