Waitrose reports continued demand for gin
Gin continues to have its moment as a drink with serious street cred according to Waitrose. With 27 exciting new gins on shelf in the last year and 52 varieties in total, gin is the number one white spirit at the supermarket and is growing faster too with a 7% sales increase in the last year.

There’s a boom in boutique gins with new artisan styles sitting shoulder to shoulder on shelf with the classics. Distilled using traditional gin botanicals including juniper, coriander, almond, orris root, angelica, lavender and liquorice, the Heston from Waitrose Earl Grey Gin continues to remain popular while other established brands adapting to customer demand include Bombay Sapphire and their recent launch ‘Star of Bombay’ which includes additional botanicals and the use of a single batch, slow distillation method.

Gin’s return to favour is being helped by its versatility as it’s rarely drunk on its own and shines in cocktails. The popularity of gin bars cropping up around London and other big cities including Glasgow and Edinburgh boast inventive mixologists shaking and stirring new gin based cocktails.
John Vine, Waitrose Spirits Buyer, says “Our customers know their gin and at Waitrose we have a style for everyone. Shoppers continue to enjoy traditional London dry styles with the juniper hit but we have also seen a rise in popularity of Gin Mare, which boasts more rosemary and the flavours of a summer evening. We’ve even recently started listing a pink pepper gin exclusively on waitrosecellar.com which we’re tipping to be the trend-setting gin for this summer.”

Premium gins and more bespoke distilleries including Bloom London Dry Gin and Williams Chase Elegant Gin are the flavour of the month as many of these trends are being led by the bars and restaurants and then coming home to roost in retail.

With such a wave of exciting new brands hitting the shelves, Waitrose currently has its Gin Showcase taking place in branch and at www.waitrosecellar.com. Shoppers can find a great range of gins to choose from and with 20% off a selection of top and up-and-coming brands, now’s the perfect time to rediscover this classic spirit.

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