In the world of food and drink market research, it’s no secret that there’s a strong emergent trend when it comes to alcohol consumers and gin. The latest consumer spending report from the Office of National Statistics (ONS), reported by The Guardian this week, revealed that the value of gin sold in the UK has doubled between 2008 and 2014 – with total sales of £254 million last year.
Evidence also suggests it’s the tipple of choice of the much touted ‘millennial’, with market research finding that 42 per cent of 18 to 34-year-olds had drunk gin in the last 12 months, compared to 27 per cent of over-45s, as well as predicting a £1.3 billion market by 2020.
So what’s behind the boom? While, as with any trends, there’s an organic value created by people, the ONS has its own theories as to why it’s continuing to grow: “This increase in sales may reflect increased UK exports, the emergence of micro-distilleries and the introduction of premium products or more exotic varieties to match evolving consumer demand.”
The question is: how does this translate to the consumer? Of course, in the food and drink market, one of the most important shifts in recent decades is the question of providence – and this is something artisanal gin micro-distilleries have taken to heart in a way that larger brands haven’t played up to outside their strong London heritage.
Much like the craft beer market that has exploded into British culture, gin brands are selling more and more on place and process in their marketing strategies. As more people become interested in it as a drink, so grows the interest in what happens behind the scenes.