The number of people drinking pink gin has more than doubled this year, according to new data.
A new report into the gin category by on-trade data specialists CGA, shows that gin sales have rocketed 56 per cent in value, with on-trade gin sales reaching £1.4bn in the year to mid-May 2019. That means 8.9 million people now drink gin out-of-home—up by 2.3 million in just 12 months.
But pink gin has been the biggest story this year so far, check out these nine facts to make sure you're on top of the latest trendy tipple:
1. Sales have more than doubled in a year
Sales of pink gin in the year to mid-May 2019 were £392.0m—a remarkable eight-fold increase on the previous 12 months. Time will tell if pink gin is a fad or here to stay, but for now its sales growth can't be ignored.
2. It's attracting new adopters
In line with sales, the number of British consumers drinking pink gin has more than doubled in the last year—from 2.2 million to 5.1 million. More than half (54 per cent) of them say they don't drink gin generally, which suggests that many have been tempted away from other spirits and cocktails to try pink gin.
3. Stock is soaring
By mid-May 2019, more than 61,000 licensed venues were stocking pink gin—a number that has more than tripled in the last 12 months.
4. Drinkers are often female and young...
Who is drinking pink gin? CGA's BrandTrack survey reveals that seven in ten (70 per cent) consumers are female—a higher proportion than for all gin drinkers in general (60 per cent). They tend to be young too: more than two in five (44 per cent) are aged 18 to 34, and fewer than one in five (18 per cent) is aged 55 or over. which suggests they keep an eye on value when out-of-home.
5 ... and they eat and drink out often
Well over half (58%) of pink gin consumers eat out at least weekly, and two in five (43%) drink out weekly—and both figures are higher than for all gin drinkers. But their monthly spend on eating and drinking out is a couple of pounds less.
6. Interest varies widely by region...
Levels of interest in pink gin vary significantly from region to region. Across Britain, pink gin accounts for 27.5 per cent of all gin sales, but the proportion rises to 40.2 per cent in Lancashire and 38.0 per cent in the north east. In London, meanwhile, their share is barely half the national average at 16.1 per cent. Understanding these regional variations, and flexing ranges accordingly, can help bars, pubs and suppliers maximise their sales of all types of gin.
7 ... and by segment
There is similar variation in the sales of pink and flavoured gin by venue type. It has a 35.4% share of all gin sales in drink-led pubs, against the average for all venues of 27.5 per cent —and it is even higher at 41.3 per cent in sports and social clubs. But pink and flavoured gin has less traction in restaurants, where its share is 11.1 per cent. Sales are little better in hotels (13.7 per cent) or nightclubs (17.7 per cent).
8. New brands are pouring in
The surge of interest in pink and flavoured gins has tempted many new producers. Of the 247 new gin brands arriving in the on-trade in the last five years, 44—or one in six—has been a flavoured variety
9. There's room for premiumisation
Although Gordon's dominates the market, there are clear opportunities to upgrade consumers to new pink gin brands at higher price points. The premium and super-premium categories of the pink and flavoured gin market are in exponential growth—albeit from low starting points. ... And a new gin trend to watch - could Mediterranean gin be the next big thing in this category? It accounts for less than 1 per cent of all gin sales at the moment, but volumes have more than doubled in the last year. One in four gin stockists now sells a Mediterranean variety, and some 34,000 outlets have added one to their lists in the last year.
- But how long will the pink fad last? We heard orange is set to be the new pink...