Gin May Copy 3

in: Bombay Saphire Negroni An Exotic Twist on the Classics By Garrett Peck he Dutch invented the juniper-flavored spirit jenev- er in the 17th century, a name later shortened to gin. Long before rum became a staple for the British Navy and the American colonies, England experi- Tenced its gin craze. London Dry Gin was the spirit of the British Empire. During the Raj in India, quinine was discovered as a treatment for malar- ia. This bitter medicine – a tonic – was more palatable with gin mixed in, and so was born the staple known as the Gin and Tonic. But is the gin market today growing or shrinking? That depends on whom you talk to. “I believe that gin truly is making a comeback and that the gin market is about to take off,” claimed Monica Daniel, senior brand manager for Martin Miller’s Gin. “We are looking forward to an exciting ride.” This is a popular sentiment among gin marketers, but is this likely to come true? Jim Nikola of Crillon Importers, which Twisted Gin. The brand strategy has paid off. imports Magellan, is a contrarian about the Hartunian claimed that Seagram’s grew 5% in supposed resurgence: “I’m not sure gin will ever 2006, reversing the five-year drop. “We’re the have the mass appeal to light the world on fire brand driving most of the category growth or become the booming category.” “However,” right now,” Hartunian said. This is unusual in he continued, “imported gin has had steady that Seagram’s isn’t a premium or super-premi- and consistent growth over the years.” um label. Market forecasts confirm that gin is in long-term decline. According to Vinexpo / Exotic Imports IWSR 2007, worldwide sales of gin declined Even as the broader category declines, gin still 10.36% to 53 million cases between 2001 and has a pulse, particularly in high-end premium 2005, and are forecast to drop another 10.8% imports. So why are domestic gins slipping to 47 million cases by 2010. The Adams Liquor while imports are growing? Chalk it up to a Handbook 2006 revealed that overall gin case lack of differentiation among domestic produc- sales in the U.S. slipped 0.6% (domestic gin ers. Imports, on the other hand, are seeing suc- declined nearly 2%, offset by growing imports cess by marketing their exotic spices and of 2.3%). DISCUS further quantified this: 10.7 unique flavors. fect time to introduce a soft, mixable ultra-pre- million cases of gin were sold – less than a Simon Ford, brand relations manager for mium gin." quarter of vodka case sales – while revenues Plymouth Gin, astutely pointed out the trend While most gins distinguish themselves by grew 3.6%, driven largely by high-end premi- toward more exotic flavors. “I have seen gins the botanicals that they use, according to um gins. out there using cucumber and rose, lavender, Beraha, “Stretton’s London Dry Gin not only The root of the problem is that gin com- licorice, nutmeg and ginger, to name a few.” has five botanicals, but also has one ingredient petes directly against vodka: like pork, which is Plymouth, which uses spices such as angelica, in particular that sets it apart – sugar cane.” known as “the other” white meat, gin is “the sweet orange and Spanish lemon, was repack- other” white spirit. Because of its distinct fla- aged in an Art Deco bottle in 2006. Fresh Campaigns vor, consumers don’t view gin as mixable as Anshuman Vohra, founder & CEO of Tanqueray is the leading imported gin and sec- vodka. That explains why gin has lost ground Bulldog Gin Company, explained that the ond best-selling in the country. Diageo rolled compared to the explosive growth in vodka. exotic botanicals poppy seed and dragon eye, out its “Ready to Tanqueray” campaign with However, regarding the stiff competition which is a cousin of the lychee fruit, “con- dapper gent Tony Sinclair in 2005, who has gin faces from the vodka category, Alberto tribute to the strong aromatics and the smooth helped revitalize the imported gin category. Beraha, vice president of BerNiko Wines & finish of Bulldog Gin.” Vohra says that con- Jennifer Van Ness, vice president of marketing, Spirits, which imports Stretton’s London Dry sumers have responded very well to the brand: gins, Diageo North America, claimed that Gin, explained, “The key to growing this cate- “When people see our packaging, they’re Tanqueray grew 8% in 2006. Diageo launched gory is shying away from the vodka consumer drawn to it. Then they try it and are hooked.” a new style of lime-flavored gin in March 2007 and, instead, seeking out consumers who are New from France is G'Vine, the only pre- called Tanqueray Rangpur. “It’s a different style willing to try a white spirit with the unique mium gin distilled in small batches from a of gin,” said Van Ness, “one that appeals to gin characteristics that gin has.” grape spirit and starring the vine flower. and vodka drinkers alike.” Distilled with nine aromatic botanicals, In 2006, Bombay Sapphire grew 9.4% to Call It a Comeback G'Vine seeks to bridge the gap to flavored spir- 725,000 cases.* “The gin category is still expe- Seagram’s Gin is the heavyweight contender, its, particularly flavored vodkas. Said Jean- riencing a decline, but Bombay Sapphire is accounting for more than a third of domestic Sébastien Robicquet, founder and master dis- bucking that trend,” said Giles Woodyer, sen- production. Sales have been gently declining tiller of Euro WineGate, "We feel that, as con- ior marketing manager, who noted his brand for five years, and 2005 was no exception, sumers continue to seek more flavor choices has experienced eleven years of continuous where sales dropped 0.5% to 2,760 cases.* and more trade-up opportunities, it is the per- growth. “We’ve been consistent in marketing However, Pernod Ricard retooled the the brand,” Woodyer claimed. Bombay Seagram’s Gin brand in 2006. Wayne Sapphire has run its classic martini glass cam- Hartunian, global brand direc- paign for more than fifteen tor, noted three major initia- years, and Bacardi USA just tives: new packaging, a launch keeps building upon it. It ran of Distillers Reserve to “premiu- a memorable television ad mize the brand,” and exploiting with an elephant delicate- Internet advertising to reposi- ly walking through a tion Seagram’s as a lifestyle out- palace of martini glasses let. Seagram's is also keeping in search of the perfect things fresh with their line of gin. Because of its success, flavored gins which includes Woodyer pointed out that Lime Twisted Gin and Orange far greater consumption of *According to Adams Liquor Handbook 2006 Bombay Sapphire is in martini-form, rather than the more traditional Gin and Tonic. “Bombay Sapphire has managed to reignite itself in the classic martini,” notes Woodyer. Pernod Ricard USA, in collaboration with Chivas Brothers, has unveiled a new look and global consumer advertising campaign for Beefeater Gin. The campaign, enti- tled ‘Forever London’, brings the traditional London roots of the brand to life with a con- temporary twist. The innovations are the first key strategic moves made with Beefeater FPO Berniko by Pernod Ricard, which acquired the brand from Allied Domecq in 2005. and other botanicals, Magellan features “We’re seeing a definite cloves, which Magellan first brought back to Europe on his 1519-1521 voyage around the movement back to the world. “People really like it and it’s been well classic cocktails - and received. Magellan grew 10% for a third con- secutive year,” said Jim Nikola. that’s good news for gin.” - Giles Woodyer, senior Rooted in the Classics marketing manager, Gin sales are driven by the old standbys: the Gin and Tonic and the martini. “One huge Bombay Sapphire consumer trend helping gin is the return to classic cocktails,” pointed out Charlotte Voisey, Hendrick’s brand champion, who noted that most cocktails of the 1920’s-era Joanne Kletecka, VP, Beefeater Gin, speakeasies were gin-based. Pernod Ricard USA, said, “ The new pack- Young adults are receptive to gin’s exotic age design has researched exceptionally well side. “Our consumers are younger and more with the trade and consumers who appreci- metro-based,” said Woodyer of Bombay ate the stronger quality and heritage cues. Sapphire. “We’re seeing a definite movement The new advertising has a distinctive and back to the classic cocktails – and that’s good impactful creative look which we believe will news for gin and Bombay Sapphire. The stand out against both our competitors and return is being led at this point by mixologists the spirit category in general.” who want to use a spirit that adds character Magellan is a super-premium blue gin to the cocktail.” that is visually appealing. Besides juniper, iris Vohra of Bulldog Gin agrees that to keep the category moving, “it’s necessary to target the younger consumer.” As far as what kind of cocktails to shake up with Bulldog, he claimed, “Mixologists and bartenders tell me that Bulldog is very versatile and comple- ments both exotic and classic cocktails well.” However, he noted that the cocktail they promote the most is a classic: the Dirty Dog with a twist. Dennis Prado, senior brand director for Gilbey’s Gin, concluded that gin is the perfect drink when the weather gets warm. “Consumers are looking for a refreshing drink, especially in the summer. Gin cocktails offer a light, crisp taste that keep you cool on a hot summer day.” I.

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