Gin is ‘most important’ spirit for bar success

5th June, 2014 by Melita Kiely

When it comes to creating a successful bar that will stand the test of time premium gin is the most important category, new research shows.

Gin-CGA

Gin is the most important spirit for a successful bar, new research shows

According to the study by leading trade consultancy, CGA Strategy, 44% of bartenders from renowned London bars, said premium gin was the most important spirits category in their outlet.

On the contrary, just 28% of bartenders said vodka was the most important category in their sales mix.

A total of 51 different London bars were interviewed as part of the research, ranging from traditional luxury outlets to speakeasies and food-led establishments and included venues such as Nightjar and Purl, as well as hotel bars like the Berkeley, Lanesborough and The Savoy.

“Bar operators don’t just want to know about the latest multimillion pound marketing campaign for a brand,” commented Tom Lynch, commercial director at CGA Strategy. “They need a back story, to understand the provenance of the product and look for complimentary USPs that can be tied to their own.

“Understanding the latest flavour profiles and the roles of categories in specific day-parts can help to shape collaborations and provide more science behind the building of a proposition. Impartiality goes a long way.”

According to the results, suppliers are also more likely to secure a place for their product in the back bar by avoiding mass-marketed activations, instead opting for something bespoke.

It also found that bars are ditching formalities in preference of providing consumers with luxury but in a more relaxed ambience.

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