BRAND BUZZ

Brand Brand Buzz

LED BY NEW AND PREMIUM BRANDS, GIN VOLUME GROWS IN THE US

Will 2022 be the year that gin’s popularity in the US catches up with the rest of the world? From 2017 to 2021, global gin volume grew by more than +32%, but only by +2% in the US during that same period, according to data from IWSR Drinks Market Analysis, which studies the global beverage alcohol industry.

But most interesting in the IWSR data is the growth in total gin value in the US (at +19% from 2017 to 2021), which clearly indicates that Americans are opting for higher-priced, more premium brands. Gins priced at $22.50 and above grew in volume by +26% in 2021, and that volume is forecasted to increase by more than +65% between 2021-2026.

“While the US market for gin may be slightly underdeveloped compared to Europe, the US is quickly catching up,” says Andrew Stewart, US Brand Manager for Martin Miller’s Gin, owned and marketed by The Zamora Company. “US bartenders and consumers are increasingly recognizing the incredible range of cocktails that can be created with a high-quality, expertly distilled gin like Martin Miller’s. Not to mention the large number of new flavored mixers now available.”

Martin Miller’s Gin is distilled in Herefordshire, England, in stills dating back to 1903. where the citrus and the botanicals that are used to create the gin are distilled separately, retaining the hearts of those two distillates. It is then blended with pure Icelandic water, sourced from the western part of the country, near the area of Borgarnes.

“We’re very proud that Martin Miller’s is widely recognized as the world’s first ‘super premium’ gin, in many ways triggering today’s gin renaissance,” says Stewart.

Other gin brands also recognize the huge potential of the category in the US. Take for instance the new line of ultra-premium Latin Gin, distilled in Italy. These gins were designed to appeal particularly to consumers who are new to the category, with four different styles ranging from their traditional Latin Secco, to Latin Spice, Latin Beach, and Latin Lover (Strawberry and rose flavor).

Also new on the market is Irvine’s Gin, “Chef Curated” and created by respected chef, author, and Food Network personality Robert Irvine. This American dry gin is precision distilled at Boardroom Spirits in Pennsylvania from 13 hand-selected botanicals including elderberry, black currant, Ceylon cinnamon, and tea, and was developed by Chef Irvine specifically to pair with food. Also, a portion of the proceeds of every bottle of Irvine’s Gin (and Irvine’s Vodka) benefits the Robert Irvine Foundation to support active-duty military, veterans, first responders, and their families.

“As more bartenders and consumers come to discover and appreciate what the gin category has to offer, all indications are that this Summer will be a very strong period for gin sales in the US, especially those in the premium and ultra-premium categories,” adds Stewart, from Martin Miller’s.