Revealed: What drinkers are splashing out on online

One of our 10 Things You Need To Know About… Spirits

How would you sum up the past year for the spirits market?

DE:  The spirits market has continued to do very well. Gin sales, in particular, has been phenomenal with a 400% increase in like-for-like sales, overtaking vodka as our number one spirits subcategory. Consumers are becoming increasingly educated, and for the first time we’re seeing popular on-trade products being sold into the off-trade as consumers look to make their own cocktails at home and experiment with spirits they’ve tried in bars and restaurants.

There’s also been a turn in the tide towards supporting craft and home-grown talent. While the big name brands still dominate the market, this year has witnessed more people choosing to support small-batch releases - our Cornish Gins from Trevethan and Tarquin’s are selling particularly well.

What’s been the top launch of the past year?

DE:  As the online launch partner for Thomson & Scott’s Skinny Prosecco, we never expected a sparkling wine to break our top 10 bestselling product list. The response to this product has been overwhelmingly positive and suggests the healthy/clean eating trend is also infiltrating the drinks industry.

How has your range changed over the past year? What trends do these changes reflect?

DE:  Our range has greatly been influenced by the trends of hot craft spirits, at-home cocktails, and the continual growth of gin, particularly UK gins. As with vodka previously, we are now seeing more and more variants and it is exciting to see what distilleries are creating. Warner Edwards Rhubarb Gin is a consistent bestseller and this year we have introduced Williams Chase Grapefruit Gin, Masons Lavender-infused Gin, Warner Edwards Botanical Melissa Gin, and Sipsmith has released a Mince Pie Gin for Christmas.

The hot craft spirits movement that we sponsored in May has seen our range expand to include the UK’s favourite small-batch releases. Alongside big-named brands, we continue to be a launch platform for these new, high-quality spirits and give them the support they need.

Gin has seen huge growth in recent years with more and more players entering the market. What opportunity is there for a new gin brand now?

DE:  There is definitely still opportunity for new gin brands. Consumers are still searching and seeking out more exciting gins, curious to try new and on-trend gins that captivate their tastebuds. We have more than doubled our gin offering this year and demand remains high. If the gin is good, there’s still every chance it will do well.

What’s tipped to be the next big thing in spirits?

DE:  Rum. There are already some interesting releases this year such as Scotland’s Dark Matter Spiced Rum, craft rum from Matugga and Hee Joy’s cognac-aged Honduran Rum. There’s real potential for this category and our rum sales continue to steadily increase year on year.

What are the top products to look out for this Christmas?

DE:  Pickering’s Christmas Baubles – a sellout last year; Eden Mill’s 12 Gins of Christmas; Edinburgh Gin Christmas Gin; Williams Chase Aged Sloe & Mulberry Gin; and Gabriel Boudier’s Kapsi Liqueur gift set – a great alternative to cassis and Chambord for Champagne cocktails.

What big trends will shape the market over the coming year?

DE:  The online world continues to drive the expectation of immediacy and consumers are looking for convenience. This summer we saw increased interest in pre-mixed cocktails – Bloom and Fentimans Rose Lemonade, Tails Berry Mojito, Casso cocktails in jars. We expect this trend to continue.

There’ll also be new competitors in the non-alcoholic spirits category. Seedlip is selling exceptionally well for us as a non-alcoholic alternative to gin and vodka. Alcohol consumption in the UK has fallen by nearly 20% over the past 10 years so it’s likely we’ll see lower abv spirits such as vermouth finally break into the off-trade.

Previous article: Creative challenge: How to get drinkers flocking to BWS aisle

Next article: Just the tonic! G&T revealed as UK’s favourite at home mix