Gin-trification is on the rise at Sainsbury’s

As appetite for premium gin continues to grow, the classic spirit and mixer pairing are becoming even more ‘gin-trified.’ British retailer Sainsbury’s reports strong sales in both the Gin (+25% YoY) and Mixers category (+19% YoY) so far this year and the retailer is set to welcome three new additions to the private brand range just in time for World Gin Day on 10th June.

“Gin continues to perform exceptionally well, a lot of this growth is coming from the premium and craft end of the market. Over the last two years, we are seeing customers tastes diversifying into new flavors, such as spiced gin”, Gareth Roots, Sainsbury’s spirits buyer comments.

And Brits’ appreciation of the botanical spirit doesn’t stop there. Gin enthusiasts are also looking to premium mixers as they seek the ultimate G&T pairing. Sales in the mixers category are reporting a YoY uplift of +19%, driven by customers buying into premium tonics.

Louise Lynch, Sainsbury’s product developer for Gin says, “World Gin Day is the ideal time to experiment to find your perfect serve. I’m really pleased to see our range expanding and the great thing about a botanically-led spirit like gin, is that you can get a different experience from each gin, mixer and garnish combination.”

Three new gin products will launch in Sainsbury’s on 4th June:

  • Exclusive Drury 173. London Dry Gin, 70cl £20 – skilfully distilled in Britain using traditional copper stills, some of which are over 150 years old. This has created unique spicy notes and a lovely lemony finish. Serve over ice with a premium tonic and trio of lemon, lime and grapefruit zest
  • Taste the Difference Blackfriars London Dry Gin 10, 70cl £16 –distilled four times using ten botanicals by G&J Distillers in Warrington to deliver a complex and aromatic gin
  • by Sainsbury’s Pink Gin & Lemonade Can, 25cl £1.50 – London Dry Gin perfectly mixed with a refreshing rose lemonade.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.