VODKA*

and receive £4 OFF!

Iceland is a land of massive glaciers and subterranean volcanoes. It’s home to pyschedelic nocturnal auroras, unicorn whales (technically they’re called narwhals), and really cosy sweaters.

It’s a place unlike anywhere. And home to a vodka unlike any other.

GLACIAL SPRING WATER

Our water comes from a glacial spring that runs through a 4,000-year-old lava field. It’s some of the purest in the world. And pure water makes good vodka.

LAVA ROCK FILTRATION

Iceland is full of lava rocks. We use them to filter our vodka, giving it a crisp, clean taste. you could say it’s ‘vodka on the rocks.’ But we’d rather you didn’t.

DISTILLED BY ICELANDERS

Reyka is distilled in Borgarnes, Iceland, a coastal village surrounded by rich natural resources. The air here is so clean, our CO2 levels are actually falling.

DISTILLED WITH RENEWABLE ENERGY

Our distillery is powered by geothermal energy from underground volcanoes. Not only is it environmentally friendly, it’s fun to talk about at cocktail parties.

Passionfruit MARTINI

30ml Reyka Vodka

20ml Passionfruit Syrup

10ml Lemon Juice

100ml Sparkling Wine

Pour vodka, syrup and lemon juice into highball or wine glass, add ice and stir briefly, top with sparkling wine, stir to combine, garnish with passionfruit or lemon.

Passionfruit spritz

50ml Reyka Vodka

30ml Passionfruit Syrup

25ml Lime Juice

Shake over ice, strain into chilled coupe. Garnish with halved fresh passionfruit.

We have incorporated Reyka into our cocktail ‘Anything Goes’. We use Reyka, our own passionfruit, ginger and lemongrass cordial and upcycled citrus to create a tangy and sweet tasty cocktail. We love using Reyka as creating sustainable drinks is something we really value at The Voyage of Buck. Since Reyka is distilled using sustainable energy it is a product we defiantly wanted to incorporate on our cocktail menu.

70cl £22.99 nets to £20.99

Voyage of Buck, Edinburgh

*WHILST STOCKS LAST.

WHERE NEXT FOR GIN?

Since 2015, we really saw the ‘Gin Boom’ commence. Gin became one of the most popular spirits in GB, and the trial of different and new Gins was at the top of many consumers’ agenda.

No longer was the ‘standard’ range of Gins acceptable and as such, bars up and down the country added more and more Gins to their back bar to serve these Gin inquisitive customers.

Between 2015 to 2021, Gin volume more than doubled in the UK. In the on-trade - the Gin and Tonic was a hotly requested drink, Gin classic cocktails were incredibly popular, and both current and new suppliers were eager to bring out new brands and flavours to satisfy those Gin hungry consumers!

Fast forward to 2023 and it’s safe to say that the ‘Gin Boom’ is coming to an end. As consumers seek to trial other categories, we are starting to see a decline in Gin sales throughout the UK. However what is important to note is that despite a decline, Gin sales are still worth an astonishing £1.5 billion and Gin is still the third highest value category within spirits.

This versatile liquid is chosen by nearly 1 in 2 on-trade consumers, so its status is not to be undermined. But category dynamics are changing, and as we navigate the post-Gin boom in 2023, we must adapt to evolving consumer trends and tastes and look forward to how we continue to meet the needs of the UK Gin drinkers and assist this category which is so important to the trade.

In addition to the changes in the Gin market, consumers are having to respond to challenging economic conditions, and in seeking value for money, they are increasingly opting for new and exciting drinks in the on-trade that they can’t replicate at home. As a result, the cocktail market has experienced a significant increase in sales over the past 12 months, with value more than doubling, and outlet stocking levels and share of spirits rising off the back of a full year without restrictions (CGA Mixed Drinks Q3 2021-2022).

With cocktails gaining share and Gin’s popularity declining from previous years, the response has been to reduce the number of Gin cocktails on menu, with us now seeing 12.7% of cocktails containing Gin compared to 22.4% 3 years ago. An unsurprising reaction from bars, however remember, Gin is still the third largest value category, and we still need to satisfy those 1 in 2 on-trade consumers choosing this liquid.

One way in doing so is through using Gin for twists on classics. There is a clear appetite for experimentation within existing cocktail serves, with 82% of consumers finding the idea of a twist on a classic cocktail appealing. For consumers that prefer signature cocktails, this rises to 88% and for consumers that prefer modern cocktails, this rises further to 90%.

Opting for a twist on a classic demonstrates the risk averse nature of consumers – they generally know what to expect – and the same goes for the brands that go into them. Strong brand reputation and recognition heavily influences decision making with 72% of consumers agreeing that they are much more likely to try a cocktail if they have heard of the spirit brand(s) included. This is reflected in sales of Gin in the on-trade – with the Top 10 Gin variants delivering 70% of gin sales in GB – and 74% of Gin sales in Scotland. In the aftermath of the Gin boom, which gave birth to a plethora of new brands and variants, consumers are reverting to the big brands they know, and the variants born from them.

We expect this trend to intensify as we face into greater economic uncertainty in 2023. According to Kantar: “In uncertain times, brands have an opportunity to provide confidence and reassurance where there is otherwise little”. In 2020 at the height of the pandemic, Goldman Sachs reported that a shift to wellknown and more established brands, was driven by consumers less willing to spend money on product when they don’t know if they’ll like it or not. So, at a time of intense focus on Gin range rationalisation, it is important to consider what are the right brands that balance the tension between consumers wanting to try new drinks and flavours but also wanting the safety of a brand they already know.

It is also important to ensure that due consideration is given to truly relevant NPD. There remain significant value opportunities for choiceful range additions, where a case can be made for category incrementality and driving premiumisation. With Gin being the most valuable category within Premium* Spirits, commanding just under 1 in 4 Premium* serves and the average bar stocking 14 Gin brands, it is crucial that your range attends to all Gin consumer tastes yet encourages trade up to grow share within the Premium+ Gin category.

SO WHAT SHOULD YOU BE WITH GIN IN YOUR BAR IN 2023?

• Capitalise on the popularity of cocktails –consumers are looking for exciting drinks and experiences they can’t replicate at home.

• Range rationalisation – the Gin category is saturated, but consumers still want to buy Gin. However, they are reverting to brands they know and trust. Traditional favourites should be prioritised to ensure your Gin range satisfies the most consumers.

• NPD – Stocking the right innovation means consumers will know to expect quality whilst also being able to try something new.

• Drive premiumisation – stocking the right range across quality tiers to put more cash in the till and have a higher share of Premium+ Gin.

TOP 10 GIN VARIANTS DELIVERING 70% OF GIN SALES?

TOP 19 GIN SKU’S DELIVER 70% OF GIN SALES

WHAT IS THE ROLE AND NEED FOR THE OTHERS?

70% OF SALES

Did you know you can order online at www.dunnsfoodanddrinks.co.uk?

Handcrafted Hebridean gin combining ten carefully chosen botanicals, including Raasay juniper, sweet orange peel, rhubarb root and our triple distilled Isle of Raasay spirit.

10 Botanicals

Juniper

Sweet Orange Peel

Lemon Peel

Rhubarb

Root Coriander Seeds

Cubeb

Orris Root

Angelica Root

Liquorice Root

Triple Distilled Isle of Raasay

Malt Spirit