Waitrose supermarket reports surge in gin salesBy Annie Hayes
A growing interest in new styles has spurred a 7% gin sales boost for Waitrose, which has almost doubled the size of its range in the last year to meet demand.
The supermarket chain now offers 52 different varieties of the spirit, 27 of which were added in the last 12 months, making gin its biggest-selling white spirit.
This includes Waitrose’s own collaboration with Michelin-starred chef Heston Blumenthal to create Heston from Waitrose Earl Grey Gin.
Waitrose spirits buyer John Vine said: “Our customers know their gin and at Waitrose we have a style for everyone.”
Vine commented on the increase in artisan-style gin: “Shoppers continue to enjoy traditional London dry styles with the juniper hit but we have also seen a rise in popularity of Gin Mare, which boasts more rosemary and the flavours of a summer evening.
“We’ve even recently started listing a Pink Pepper gin exclusively on waitrosecellar.com which we’re tipping to be the trend-setting gin for this summer.”
A recent report by the WSTA showed that sales of British-made gin alone have grown by 18% in the last two years, with “premium” expressions seeing a rise of almost 50%.
Outside of the UK, last year Dutch spirits group Wenneker developed a new Elderflower Gin to appeal to growing consumer interest for both gin and elderflowers, while Madrid’s Santamania released an aged version of its inaugural London dry gin.