Brockmans Gin Prepares for the Festive Season
Brockmans Gin is preparing for Christmas by launching its first gin-themed hamper. The brand anticipates that the initiative will further increase awareness of the ‘gin like no other', aiding sales through retail and on-trade outlets by promoting the premium positioning of this spirit.
The Limited Edition Brockmans Hamper will be available from October and will cost £160.00 including postage and packing. It contains a 70cl bottle of Brockmans Gin, 2 Schweppes tonic water bottles and a selection of stylish branded barware all enclosed in a black basket-work hamper.
In addition to promoting the new hamper, the brand will be boosting awareness of its gifts and ‘stocking fillers' available via its on-line store.
Initiatives such as these keep this brand front of mind amongst consumers.
Within the total spirits market, according to IWSR, premium and super-premium spirits grew by 6%. Gin brands such as the popular Brockmans Gin, now sold in 50 countries around the world, have been bucking that overall trend. Super-premium gin grew by 10% and, whilst gins in the premium and above category, accounted for 9% of the total volume sold five years ago (2015), it now accounts for 18% of the spirits market.
For Brockmans, which started expanding in retail only a few years ago, sales through major multiples including ASDA, Booths, Coop, M&S and Ocado are buoyant and growing.
Online sales were strong as a result of lock-down, with sales from the brand's own e-commerce doing well in early spring in response to a fund-raising drive for Meals for the NHS, which the brand supported by taking no profits from its own online sales for nearly the whole of April.
Asked whether there would be a downturn in sales due to the economic situation as the country emerges from lock-down, Brockmans Gin's Laura Motson said; "The trade should bear in mind the trend for premiumization. Whilst household budgets for many will be tighter, many consumers will still want to treat themselves to products they have had a chance to engage with during the past months. Therefore, choice and availability of premium products will remain vital to stimulate consumer interest in the long term and this will help brands to maintain market share.
In addition, availability of premium products in the on-trade, for indulgence or in the off-trade for gifting, whether at Christmas or year-round, is important for driving margins."