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Puerto de Indias capitalises on UK’s thirst for pink gin

Spanish brand Puerto de Indias is investing £2 million (US$2.6m) in the UK this year as it launches its pink gin into the market.

Puerto de Indias Strawberry Gin claims to have started the pink gin trend

Seville-based Puerto de Indias is working with distribution partner Indie Brands to launch its Puerto de Indias Strawberry Gin in the UK.

As part of its £2m investment, Puerto de Indias will launch a six-figure marketing campaign, which features the phrase ‘It’s not pink, it’s Puerto’.

According to IWSR 2018 statistics cited by the brand, Puerto de Indias is the first and best-selling strawberry gin in the world. The gin, which launched in 2013 in Spain, is “credited with the proliferation of pink gins”.

Six million bottles of the gin was sold in 2018 in Spain, where the brand is the fourth best-selling gin.

Bottled at 37.5% abv, Puerto de Indias Strawberry Gin is made with fresh strawberries grown locally in Seville. Its suggested serve is over ice with fresh strawberry slices and a wedge of lime, topped with tonic water.

The distillery, based in Carmona, Seville, dates back to 1880 and claims to be one of the oldest in Andalusia. Its gin range also includes Puerto de Indias Pure Black Edition and Puerto de Indias Classic Gin.

Sales of flavoured gin in the UK were driven by pink variants last year and are expected to grow further in 2019, according to the Wine & Spirit Trade Association.

Margaux Maupate​, brand manager for Puerto de Indias, said: “Strawberry gin is a growing trend on the continent, and it is set to take the UK by storm with the rise of pink gins in 2018.

“In the UK alone, flavoured gin drove more than half the growth in the market last year and of that growth, 75% was the result of sales of pink gins.

“We are passionate about our gin and we’ve seen that there is a huge market for strawberry gin variants.

“We have a rich heritage and marry traditional customs of distillation with modern techniques to craft our drinks, and this passion for what we do really shows in the finished product.”

Puerto de Indias Strawberry Gin is available in a 700ml bottle at an RRP of £27 (US$35.30).

In February last year, private investment firm HIG Capital acquired a majority stake in Puerto de Indias Group.

The ‘millennial pink’ trend seems to be here to stay – check out our pick of the top 10 captivating pink spirits.

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