The origins of gin keeps consumers up at night

A rise in the popularity of small-batch gin was as a result of people’s overriding need to know more about a product’s provenance and story, said Spirit of Harrogate marketing manager Amy McLeod, ahead of the Future Trends: Spirits event next month.

The Yorkshire-based gin maker, which is a national favourite, will be exhibiting its liquids as part of The Morning Advertiser’​s (MA​) Cocktail Cabaret at the spirits event in London on 3 October.

• Get your tickets for the Future Trends: Spirits event, held in London on 3 October, by following the link​

McLeod told the MA​: “Gin has increased in popularity because people are more concerned about where it comes from.

‘Sell where their gin comes from’​

“[Brands] can really sell where their gin comes from. For example, our gin is made from Harrogate spring water.”

Consumers’ growing appetite for new and exciting gin flavours is also an area producers should give more focus to.

“People are experimenting with new flavour profiles, so I think flavoured gin is on the rise,” added McLeod.

“Our rhubarb gin is outselling our original London Dry Gin and I think it can only get bigger and better.”

• 10 reasons to attend the Future Trends: Spirits event​

Other gin producers, such as Warner Edwards, had also seen flavoured gins outsell their standard products. Founder Tom Warner revealed how 80% of his company’s sales​ also came from its Elderflower and Rhubarb variants.

Rising area of consumer interest​

In a bid to tap into another rising area of consumer interest, Spirits of Harrogate has also recently launched its 57% ABV navy-strength variant​, which will be available for delegates to try at the Future Trends: Spirits event next month.

“Visitors will be able to taste our new Navy Strength Gin at the stand and can find out more about the brand as a whole, along with trying the different serves we suggest.”

To book your place at the Future Trends: Spirits event either visit www.spiritssumit.co.uk​ or contact Joanne Horton by email at Joanne.Horton@wrbm.com​ or by phone on 01293 610 403.

Event partners include headline sponsors Diageo and Schweppes, associate partners Pernod Ricard UK and the WSET and bar partners City of London Distillery, Masons, Slingsby and Warner Edwards.

Other speakers on the day include gin expert David T Smith, CGA Strategy, Euromonitor International and Seedlip founder Ben Branson. Visit the event website to see the full agenda.