At the centre of the UK’s gin category, Pink Gin was responsible for driving much of the growth in the UK gin market last year (Wine and Spirits Trade Association (WSTA). Once the name of an old cocktail of gin and bitters, today’s pink gin category now literally includes any gin that is pink in colour, from rhubarb or redcurrant to raspberry or strawberry.
As consumers are increasingly looking for high quality drinks with added colour, its popularity has been fuelled by the trend for sharing attractive colourful drinks on social media and its appeal to the under 45s has without doubt proved central to its growth in popularity. The colourful gins are courting the millennials with their love for photogenic food & drinks!
In the space of a couple of years pink gin has gone from being a somewhat niche variant, manufactured by a small number of distilleries, to a key product within the category. At Simpsons our team are experts in developing flavourings for gins and gin liqueurs. Read how we could help give your gin brand the edge here
There is no question that the launch of pink gins by both Gordons and Beefeater in 2017 and 2018 both of which were supported by multi-million pound marketing campaigns has really helped to put pink gin well and truly on the map. With sales of Manchester Gin’s raspberry infused gin launched in 2016 actually exceeding sales of its standard product in 2018 (Beveragedaily.com). According to the Morning Advertiser some 11% of gin stockists now have pink gin in the on-trade and 2.2m of UK consumers drink pink gin brands. Click here to read how the team of New Product Development specialists at Simpsons developed two new, exclusive flavours helping a Scottish gin distillery extend their range, securing national listings with several large multiple retailers.
So, what’s ‘In the Pink?’
There are a number of factors behind the pink ginaissance. Firstly, it’s the perfect serve for those outlets looking to serve a premium option. It has high shelf appeal, often combining striking packaging with its millennial pink colour, easily attracting the eye of the consumer. In addition, its fruity flavours act as an introduction to new consumers, who probably aren’t regular gin drinkers but are looking to try something different. Possibly, and most importantly, it’s quality flavour, not colour, that is key. Thus, whilst new sticky, sweet flavours such as unicorn and candyfloss gin are adding a fun element to the category, there is a danger that they could potentially cheapen the market, as was the case during the vodka boom.
Simpsons are Experts in Ginnovation
The growth in the pink gin market shows no signs of slowing in pace as consumers are increasingly demanding more interesting flavours, so continuous innovation is ever more vital. Act now to ensure your brand is one step ahead of the rest. At Simpsons our team are experts in creating bespoke flavours for gin brands and liqueurs. Contact us today to find out how to give your gin brand the edge.