Method And Madness Irish Micro Distilled Gin
As we look forward to the new year ahead, its predicted that micro-distilled spirits, spritzers & more low alcohol drinks will take centre stage for on-trade, according to CGA’s senior development manager Mark Newton,
Over the last few years, gin has had the greatest influence on the drinks industry, with CGA's OPM tool showing that on-trade gin sales soared by 42% to more than £490m in 2019.
Newton said that gin has gone through numerous metamorphoses, including the premiumisation of traditional London dry styles and a kaleidoscope of flavoured variants, led by the huge success of Pink Gin. If this evolution and new product development can continue, there is no reason to doubt that gin will continue to fuel growth in the spirits category.
The popularity of spiced and premium golden rums led to a 7.7% jump in volume sales last year. Tequila volumes rose too, by 4.7%, and with the majority of spirit and mixer consumers making spontaneous decisions when drinking out, there is an opportunity to influence consumers to choose tequila through serve.
The rise in demand for cocktails is the key behind gin, rum and tequila's popularity, and whisky and cognac's decline.CGA's BrandTrack research shows that more than one in five (22%) consumers now drink cocktails in the on-trade, and the market has grown by nearly 10% to more than £600m. With 42,000 outlets across the trade now selling cocktails, differentiation is going to be vital for operators and suppliers in 2020.
Newton reveals that there are three key trends to follow in 2020: micro, spritzers and low.
CGA’s Business Leaders Survey last year showed that micro-distilled spirits are on the up, and the continued popularity of super-premium gins and other ‘small batch’ styles shows that drinkers do have an appetite for niche products - although the total market may remain relatively small.
CGA research shows that 72% of cocktail drinkers would consider drinking a spritz now, with gin and vodka among the most popular options.
Finally, no and low alcohol spirits will be a key trend this year, and CGA's Influencers Report reveals that more than two thirds (70%) of influential bartenders see it as a trend to be aware of. No and low is still a very small fraction of the spirits category, but consumers are showing healthy interest and there have been a number of high profile brand launches in recent months.