TRADE BUYERS GUIDE: JUNIPER FIELDS FOREVER

Juniper fields forever

Following the category’s boom in recent years, the market for gin has matured and consolidated. Caoimhe Hanrahan-Lawrence looks into what today’s gin consumers are seeking out.

The gin category has expanded massively over recent years, growing in consumers, producers, and styles. While the gin boom may have passed and the category is no longer experiencing exponential growth, it has matured significantly.

According to Chris Pratt, Director and Distiller, Kilderkin Distillery, consumers are more aware of their preferences, and are seeking out specific styles, distilleries, and flavour profiles.

“There has been a rapid increase in the number of distilleries both in Australia and many other countries around the world, including the UK and Spain, producing artisan gins. At the same time, an increasing number of consumers have become more interested in artisan gins and more discerning in their choices, with many focusing on Australian-produced gins, especially those with Australian botanicals,” he said.

In addition, newer distilleries have expanded their skills and capabilities in recent years, said Daniel Wilkins, Distiller and Sales & Marketing Manager, Loaded Barrel.

“We’ve noticed over time; expertise has grown and therefore there is more upscaling in production capabilities. Many distilleries are more experienced after having their first releases in the market and have been able to refine and improve their products,” he said.

Today’s Australian gin consumer has a better understanding of the category than years previous and is looking for highquality products that deliver on flavour, have a sense of place, and are suited to the way they like to drink gin.

Beautiful botanicals

Gin offers diverse flavours across its different styles, from juniper-forward London dry styles to sloe-inspired fruit gins. Cameron Mackenzie, Head Distiller, Four Pillars, explained that this diversity encourages consumers to explore the category, rather than stick with a single product.

“Today, there is a lot more gin on the market, specifically craft gin. Aussies are looking for quality craft spirits and, in turn, are more interested in exploring different gin styles, particularly flavoured gin and locally produced gins with unique botanical profiles. There is still so much room to move with new flavour profiles and combinations,” he said.

The unique flavours of Australian botanicals are a major drawcard for curious consumers, and according to Corinna Kovner, Creative Director, Ester Spirits, gin is uniquely able to hero them.

“Australia has over 18,000 unique native botanicals and being one of the oldest continental landmasses on Earth, our native plants have evolved, adapted and flourished on one the hottest, driest and most severe climate regimes,” she said.

“It is the rugged resilience of these botanicals, which are drought resistant and fire resistant, that make our ingredients incredibly pungent. They would tend to overpower some drinks, but the punchy flavour of juniper holds up so well that you have a match made in heaven.”

Contemporary pours

In line with this search for flavour and variety, Australian consumers are often drawn to contemporary or new world gins, which draw on other botanicals alongside the traditional juniper.

Sarah Camerlengo, 23rd Street Distillery Brand Manager, attributes this shift to a search for variety.

“We are seeing a shift in consumer palates where unique flavour profiles featuring Australian botanicals and fruits are becoming more and more popular.

People like variety, new and exciting flavours, other than just traditional London dry style gins,” she said.

Some distilleries, such as Pratt’s Kilderkin Distillery, are exploring diverse styles, such as the Old Tom, which predates the London dry style and has its origins in English gin prohibition.

“Old Tom gin offers the consumer an alternative to a dry gin with its slight sweetness and comes with a sense of history and intrigue that consumers are drawn to,” he said.

However, Kovner still sees consumers opting for traditional flavour profiles in their gins.

“Ten years ago, there was an insatiable thirst for contemporary gins, and sweeter, coloured and flavoured gins. We are now seeing a move back to the classic dry styles, which we think reflects the more mature palettes of seasoned gin drinkers.”

Sharing the story

Almost as important as flavour, the modern gin consumer is looking for a sense of place in their products and wants to be able to tie their drink into the broader story of a brand or region.

Trevor Hannam, Head of Sales, Archie Rose Distilling Co., said that native botanicals solidify the identity and origin of a gin.

“Australian consumers have shown a growing preference for locally produced, artisanal products, highlighting locally grown and native botanicals to provide a distinct taste of place that resonates deeply with the local market,” he said.

Matt Grainger, Director and Co-founder, Gindu, agreed, saying that he turned to his local surrounds when deciding what botanicals to hero in his products.

“For example, when creating our Coastal Gin, we looked to botanicals found on or near the coastline. Botanicals such as coastal saltbush, rosemary and wattle seed impart a minerality and salinity that on both the aroma and palate are truly representative of the Australian coast. This is something all Australians associate with; generally, we either live on the coast, near the coast, or wish we lived on the coast,” he said.

Natalie Smith, Co-owner, Taylor & Smith, has a similarly personal connection to the flavours used in her gins.

“In each of our products, it is the combined botanicals, presentation and stories that come together to represent the place of Tasmania/lutruwita. That includes everything from the crisp, clean spirit and fresh, clear water to our choice of botanicals and the look of our bottles. In our Tasmanian Dry Gin, for example, we dive for abalones in one of the most beautiful and remote places off the coast of Tasmania. We eat the abalones, sometimes on the beach as a family, we then dry shells in the sun, crush them and add them to the spirit,” she said.

Four Pillar’s Mackenzie expects to see more distilleries taking this approach in future years.

“What I think we’ll see is more hyper-local brands focusing on botanicals that they can source from their immediate surrounds,” he said.

For Wilkins, the off-premise is a good place to tell these stories.

“We find our retail customers that support us best are the ones who like to build a relationship with the producers and learn their story. This enables retailers to share this information with the end consumers and that has a lot of power in converting a consumer,” he said.

Paired with this focus on regionality, Hannam anticipates a greater focus on sustainability as distilleries look to care for the land that provides their botanicals.

“One of the key trends we expect to emerge over the next couple of years is a greater emphasis on sustainability and provenance. At Archie Rose Distilling Co., this includes sourcing botanicals and raw materials ethically and sustainably by working closely with local farmers and suppliers and providing people with the ability to trace this via our Spirits Data tool.”

Show and tell

One of the key strengths of gin, especially in a retail environment, is the diverse and eye-catching packaging design that can be seen across the category.

According to 23rd Street Distillery’s Camerlengo, packaging is a way to provide a premium feel for consumers.

“Attractive, premium packaging that reflects the product’s quality and a strong brand image are important to modern consumers. This is a unique component to 23rd Street, as we work with different artists across Australia to create the beautiful artwork you see on every label to pay homage to all the wonderful ingredients in each of our gins,” she said.

With cocktail-forward gins, Mackenzie also values clear and expressive packaging.

“Everyday shoppers need to be able to look at your bottle and know immediately how they can use it and what makes it unique from other bottles on the shelf. A great example for us is the Olive Leaf Gin. When you see the bottle, you just know it’s going to make a brilliant Martini,” he said.

Packaging also allows consumers to connect with a brand’s story and identity. This is a particular focus for Bellarine Distillery, which shares the stories of the distillery team’s dogs through its packaging, said Business Manager Nicky Michael.

“Just as family bonds are strengthened by stories and shared experiences, our gins are imbued with the heart and stories of our beloved family dogs. The illustrations on our labels, created by Stuart McLachlan, who visited and met some of the dogs in person, beautifully capture their essence.

“These images do more than just decorate the bottle; they transport consumers to nostalgic moments, often reminding them of their own cherished pets. Even if someone can’t visit The Whiskery in person, our labels create a tangible link to the soul of our brand,” she said.

Though gin may have reached the peak of its growth, and spirits excise tax and declining consumer spend on alcohol more generally are putting pressure on the industry, an optimised gin selection can be an asset to a retail operator. Providing a variety of gin styles and ranging distilleries with engaging brand stories can keep consumers engaged and encourage spend in the category.

On the shelf

Ester’s Kovner has seen a welcome increase in the presence of craft and Australian gin in liquor retail.

“More bottle shops are really getting behind Australian producers and working hard to make inroads. I’d love to see more stores with a larger Australian selection, which is a big trend right now,” she said.

In addition, Kilderkin Distillery’s Pratt said that supporting gin in the off-premise is a twoway street.

“It is important that producers and retail staff work together to ensure that the retail staff know about the gins and can speak confidently about them to consumers,” he said.

“Where possible this should involve visits by retail staff to the distillery. We have found having staff at the distillery and educating them about our gin one of the most effective strategies to increase sales.”