Gin now one-third of Waitrose spirits sales

Gin sales at upmarket British supermarket Waitrose have soared 50% year-on-year over a given weekend, with the category now accounting for one in three spirits bottles sold.

Gin accounts for one in three spirits bottles sold at Waitrose

The sector has now overtaken Diageo’s Pimms brand as the top seller, with consumers now more likely to choose a gin and tonic as a “weathervane” serve when the sun shines.

So far in 2016, Waitrose added six gins to its assortment and now stocks 43 gins – understood to be the largest selection among UK supermarkets.

“Our customers know their gin and sales over the weekend proved that a gin and tonic is the drink of choice when the sun shines,” said Herchelle Perez Terrado, Waitrose spirits buyer, referring to 4-5 June.

“Shoppers continue to enjoy classic London dry styles with the juniper hit but we have also seen a rise in popularity of distinctive quirkier styles of gin, such as Gin Mare and Pink Pepper Gin both exclusive to Waitrose.”

Mintel figures released in December showed that more than half of gin drinkers in the UK are under 35 years of age.