Retailers advised to seek brands that outperform in volume sales
AS the gin boom begins to decline across the off-trade, retailers will be facing a need to adapt their range to fit more modern demands.
Flavoured gin has, in particular, seen a massive drop in popularity lately, with Nielsen Scantrack data stating that volume sales have fallen by 22.7% in the year to 15 June.
However, traditional gin options still fare better, dropping only 9.3%, some of which can be chalked up to the cost-of-living crisis. It then makes sense to look to those gin brands that have been outperforming in the market, displaying a clear demand.
One such brand doing just that is Islay-based The Botanist, which, according to the same Nielsen data, has actually been in growth during the time period, rising up 7.6% in volume sales.
Clearly, something clicks between consumers and The Botanist, and the brand has put this down to the clear reflection of its provincial roots found through the tastes of its liquid in the bottle.
A spokesperson for The Botanist said: “Provenance isn’t simply a case of putting the name of the place of origin on the label.
“Brands such as The Botanist ensure the liquid reflects the Hebridean paradise where it is created, sustainably selecting 22 aromatic botanicals from their landscape.”
The Botanist has also recently launched two new matured gin options as well in the Islay Cask Matured Range, with the Rested Gin at £50 RRP and the Islay Cask Aged Gin coming in at £70 RRP.
