WORLD GIN DAY
WORLD GIN DAY FOR RETAILERS With the gin category booming, occasions such as World Gin Day are an opportunity for retailers to upsell and encourage experimentation within the category, as Deb Jackson discovers.
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ith World Gin Day rapidly approaching it’s time to start thinking about ways in which you can activate in-store to help boost sales and drive education around the booming gin category. Much like World Whisky Day, which is now the third largest period of whisky sales behind Christmas and Father’s Day, World Gin Day is an occasion that is typically more celebrated through events and activations in the on-premise – but there’s absolutely no reason why retailers can’t cash in on the action. WORLD A global celebration of the juniper spirit, World Gin Day is held annually on the second Saturday in June, and with a bevvy GIN DAY IS of new gins hitting the market and a new generation of drinkers SATURDAY, 8 showing an interest in the category, it’s a great opportunity for JUNE – BUT retailers to create some excitement in-store. WHY NOT Bella Sufferini, the Assistant Brand Manager for Scotch Whisky and Gin at Pernod Ricard, says that in a rapidly PLAN A WHOLE growing category, World Gin Day is an opportunity for MONTH OF retailers to drive education and to tell the story behind the IN-STORE gins they are selling. To execute well, retailers should ensure their shelves are well ACTIVITY IN stocked with not only their core range of gins but also some THE LEAD UP? limited or interesting new releases. “In the last year, over 250 new gins have launched into Australia and it’s a great opportunity for both international and local with the second gin craze (possibly) starting now you will want to be gins to drive education around the category. Retailers can use this day continually improving and revising your gin selection. And of course to drive the story behind their gins and help consumers to discover what training your staff,” he says. gin best suits their needs among the sea of products that are now out Retailers should get in touch with suppliers now (if you haven’t there,” says Sufferini. already) and ask about potential giveaways or to arrange a tasting Peter Hollands, the Brand Ambassador for Bombay Sapphire at or education event in-store. Failing that, ask your local reps for some Bacardi-Martini Australia, agrees with Sufferini, saying there is no better tasting stock to host your own event and make sure that your staff is well in-store activation or way to drive consumer education around gin than informed about the gin they are selling. having knowledgeable staff. “It’s just such a great day for all gin drinkers along with people who “A knowledgeable recommendation is the best theatre you’ll ever see may not have tried too much gin before. I’ll definitely be out in trade when it comes to purchasing gin – so train your staff,” he says. talking to consumers, trying a few new gins myself but also definitely enjoying a wet Bombay Sapphire Gibson,” says Hollands.
PREPARING FOR WORLD GIN DAY
So how far out should retailers start preparing for World Gin Day? Sufferini says, the earlier the better. “It allows for a lot of hype and an opportunity to explore longer term activities such as a content series that drive the brands,” she says. For Hollands, he says that with gin sparking an interest with new demographics, namely millennials, retailers should constantly be revising their gin selection and updating their staff knowledge. “If retailers are not celebrating [World Gin Day] then they are definitely missing out. I’ve seen a boom in gin interest over the last two years, surely helped along the way by events like World Gin Day. Retailers will certainly see consumers coming in looking for their favourite classic gin like Bombay Sapphire or perhaps for something new. “Of course there other great events like World Whisky Day, however
“IN THE LAST YEAR, MORE THAN 250 NEW GINS HAVE LAUNCHED INTO AUSTRALIA.” – BELLA SUFFERINI, PERNOD RICARD 26 | APRIL 2019 NATIONAL LIQUOR NEWS
CHANGING DEMOGRAPHIC Both Hollands and Sufferini have noticed a shift in the demographic of gin drinkers, saying that they are getting younger. We’re now seeing more millennials purchasing gin and pairing it with their preferred tonic and garnish. “We have seen a new generation of gin drinkers coming through, predominantly 25-34 year olds. Through gin category drivers and looking into their values, we can see that more millennials are coming into gin,” says Sufferini. For World Gin Day, Pernod will be activating Beefeater gin in the on-premise. “With a diverse range from London Dry, Strawberry and 24, Beefeater allows us to tap into different consumption occasions such as a G&T or Gin Martini,” says Sufferini. So why not get in touch with bars in your local area and see how you can work together to really maximise on the opportunities presented by the occasion. With a boom in gin interest, so many new products hitting the market and a whole new demographic showing an interest in the category, there is no reason to not start thinking outside the box of ways you can use World Gin Day to boost gin sales in your store.
