The gin brands to watch in 2015

A gin fall out is certainly on its way, but whether it happens in the next 12 months or not is anyone’s guess. In the meantime, these are our gin brands and trends to watch in 2015.

There are some 250 gins to choose from, but which will survive, and more importantly, which will be the gin brands to watch in 2015?

If you take the Philippines out of the equation, the gin category is absolutely booming. Renewed interest in the spirit from the world’s cocktail capitals, sparked by bartenders rediscovering the spirit through the classics like Martinis and Negronis, has continued and is predicted to do so for some time yet.

Couple that interest, which has now dripped down to consumers across the US,

UK and Spain, with the raft of new product launches from start-up distilleries across the globe and you have a category that grew 2.2% in 2013 (IWSR).

There is now an incredible amount of choice within the category, from traditional London dry gins to contemporary products with unique and unusual botanicals, plus all the Old Toms and barrel-aged expressions in between. One could perhaps argue that gin has become one of the most diverse spirits categories on the planet; the obvious side effect being that consumers are more likely to stay within the category, rather than be tempted by the sweeter qualities of whisky for example.

Over saturated category

The breadth of choice does have its drawbacks – Spain is rumoured to have around 250 different styles of gin now widely available on the market, sparking ongoing predictions of a fall out, although consumption signs aren’t pointing to that eventuality just yet.

Looking at global volumes, including gin’s largest market of the Philippines, and the story is somewhat different. “In the large Philippine and Indian markets consumers make wholesale switches from gin to more fashionable categories such as brandy or whisky, which has had a significant impact on global volumes,” reports the IWSR Yearbook.

In fact, consumers in both markets are moving into other categories so quickly that the Philippine gin market dropped 10% to 14.1m cases in 2013. That was enough to offset growth around the world to deliver an overall 2% decline.

But while the headline stat is set to drive forward on its trajectory, delivering a CAGR decline of 1.8% between 2013-18, consumer interest in developed cocktail markets will not budge. We’ve said it before, but drinks with bitter flavours are set to rule in 2015.

THE GIN TRENDS TO WATCH IN 2015

• Use of unusual or unique botanicals will continue, although they will be more considered and relevant to the brand
• Barrel ageing gins will rise in line with the growth of the craft spirits industry
• Expect more navy strength gins that pack a punch in a G&T

HENDRICK’S

William Grant’s flagship gin has taken a 360 degree approach to the brand over the years, developing its presence in travel retail with wacky experiential activations, as well as in domestic retail, where it is now focusing more on miniatures, smaller pack sizes and gift packs to encourage sampling and gifting.

PLYMOUTH GIN

Brand owner Chivas Brothers revealed plans this month to retract its support of Plymouth Gin’s eponymous geographical indication. It’s not clear yet what impact the loss of its protected status will have on the brand, if any, but its unique position makes it a story worth tracking.

JINZU

Developed by Bristol bartender Dee Davies as part of Diageo’s innovative Show Your Spirit competition, gin-sake hybrid Jinzu now forms part of the group’s Reserve Brands portfolio following its launch this winter. That means it sits beside Zacapa Rum, Don Julio and Johnnie Walker Blue Label in Diageo’s fold.