Home' National Liquor News : NLN AUG 2016 Contents GIN
And the Star of Bombay, the ultra-premium
expression of Sapphire, adds Bergamot orange
peel from Calabria in southern Italy and Ambrette
seed from Ecuador to the distinctive ten-botanical
recipe used by Sapphire.
With soaring sales and the cocktail boom
showing no signs of losing momentum,
distributors, brands and retailers are all ramping
up their expansion plans.
Four Pillar’s much-hyped Bloody Shiraz gin,
made from Shiraz grapes, will be joined by a barrel-
aged gin, while a potential collaboration with a
major chef or bar group is also on the cards.
Forsyth says Bombay has a packed calendar in
coming months, with consumer plans to include a
third edition of its ‘Project Botanicals’ restaurant
campaign, to feature 10 dishes inspired by
Bombay’s 10 key ingredients. Bombay will partner
with Melbourne restaurant Taxi in September for
the initiative, which will be exported to Sydney
Archie Rose founder Will Edwards reveals the
brand will begin to expand internationally later
this year, kicking off with Singapore. The brand’s
cellar door features will continue evolving – since
March 2015, more than 8000 people have toured
the Rosebery distillery, while its unique ‘Tailored
Spirits’ concept, where consumers can customise
their own gin, whisky or vodka, will also remain,
as well as new collaborations.
“We have focused on distributing to
influential bars and restaurants and are now
having independent retailers contact us as their
regulars are asking for Archie Rose specifically,”
said Edwards. “We now have dedicated brand
ambassadors for Melbourne, Canberra, Sydney
and Brisbane, running bottle shop trainings and
supporting venues at the coal face.”
Where cocktail culture is galvanising
gin’s expansion, it is the shift towards
home mixology where brands are seeing
the biggest opportunity to drive growth.
Bombay’s Forsyth suggests creating
cocktail brochures or bundling
cocktail ingredients together, such
as a Negroni deal with Campari and
Martini Rosso vermouth.
MGC has seen success with its digital
cocktail guide, which Marks says help
to “take the product out of the hands of
the pointy end of the gin boom and into
the hands of the home consumer”.
He suggests: “Given that gin is often
one of a complement of ingredients in
a drink – for example tonic water and
bitters or Campari and vermouth, there
is scope for retailers to cross-promote
gin with other products.”
Vanguard’s France says a bundled
bottle of Four Pillars gin, Campari and
Oscar 697 vermouth would retail for
around $120 and allow for about 20
Stanners suggests retailers also
use digital and social media to reach
younger consumers, something backed
up by Bombay Sapphire’s Forsyth, who
recommends educating and inspiring
customers through cocktail videos.
And it isn’t just bundled deals and
digital offering retail opportunities – gin’s
rising popularity has been matched
and enhanced by a budding premium
tonic market, including the likes of New
Zealand’s Quina Fina Tonic, distributed
by Vanguard and fast-growing premium
mixers brand Fever-Tree.
Fever-Tree, which saw Australian
sales of its Indian Tonic and
Mediterranean Tonic varieties rise
by 58 per cent and 151 per cent
respectively last year, recently added
a 500ml bottle to its tonic range and
overhauled its packaging brand.
“We know that premiumisation
is on the rise in Australia,” says
Fever-Tree brand manager James
Johnstone. “We’ve seen it a lot in
the on-premise, with bartenders
experimenting with premium mixers
in their cocktails, and now drinkers
are catching on to the trend.”
Meanwhile, the Porter’s chain
is in the process of expanding its
gin offering, with Minissale saying:
“Certainly the availability of the mixer
and the idea of a ‘one-stop shop’ is
something we’re looking at.”
“CONSUMERS ARE BECOMING MORE AND MORE INTERESTED IN
GASTRONOMY. THIS OF COURSE TRANSLATES INTO CONSUMERS MAKING
HAND-CRAFTED COCKTAILS AT HOME FOR THEIR FRIENDS AND FAMILY,”
SEAN FORSYTH, BOMBAY SAPPHIRE.
Bombay Sapphire Botanicals
Four Pillars gin and tonic.
Stuart Gregor at Four Pillars.
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