William Grant’s top UK spirits trends

11th July, 2014 by Amy Hopkins



The gin category has grown by £70m in the past two years and is the fifth largest drinks category in the on-trade, accounting for nearly 8% of sales. However, analysts claims there’s an opportunity for bars to drive sales by stocking more premium brands. Consumers have been found to seek a greater understanding of brand stories and gin production, with a number of bars featuring on-site gin distilleries. Gin and tonic is still the main serve of the spirit and 78% of gin consumers use the on-trade to trial a new brand. London accounts for one quarter of the complete UK on-trade gin market.


Gin is the most upmarket spirits category in the off-trade, with 43% of drinkers in the AB category. Premium gin is recruiting younger and more affluent consumers to the category. The entire category is also continuing to see an influx of new brands enter the market, with an increase of almost 50% in the past two years. Flavoured gins have also been found to be a “small but growing” category.

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