Flavoured gin boom boosts Boë sales by £7.4m

By Stuart Stone contact

- Last updated on GMT

Perfect tonic: Boë Gin directors Andrew Richardson (left) and Carlo Valente
Perfect tonic: Boë Gin directors Andrew Richardson (left) and Carlo Valente
Stirling-based Boë Gin has revealed a near eightfold sales increase for the 12 months to February 2019 against a backdrop of a flourishing flavoured spirit category.

According to figures filed with Companies House by Stiffy’s Shots Ltd, owner of Boë Gin, takings across both the on and off-trade rose from £1.1m to £8.5m between March 2018 and February 2019.

Moreover, the company revealed £9.9m in turnover and a £1.25m pre-tax profit off the back of last year’s strong performance.

Since its launch in 2007, the award-winning producer of gin has enjoyed rapid growth and is now available in more than 11,000 cocktail bars, pubs and restaurants as well as listing in more than 300 Morrisons stores.

Boë Gin’s range of six products; three classic Scottish gins and two flavoured gins – Boë Passion and Boë Violet – plus three flavoured liqueurs; Peach and Hibiscus, Scottish Bramble and Spiced Orange – has propelled the company into the top 10 list of best-selling gins for its wholesale and pub consumers.

Boe (1)

Truly innovating

The boom in Boë Gin’s sales reflects a huge increase in the value of the wider flavoured gin category with the value of the UK market increasing by a staggering 751% in 2018 after sales of the juniper berry-flavoured spirit hit 73m bottles​.

This has seen the likes of cider maker Kopparberg​ and wine brand Echo Falls​ dip their toes into the category with pink gin launches.

According to company directors, the sales success has hinged on investment in the business and its sales team – which has increased from one part-time salesperson to seven full-time staff across the UK.

“The success we’ve experienced this year is a huge achievement,” Boë Gin’s director Andrew Richardson explained. “We have expanded very rapidly from having a focus on Scotland, to Boë being enjoyed across the UK and beyond. 

“Though we may be a relatively small company, our ambitions are big, and we pride ourselves on our innovation. We’ve been at the forefront of flavoured gin in the UK and are also exporting Boë Violet and Boë Passion to Spain. There are many opportunities in the UK and internationally to grow the business much further.”

Director Carlo Valente added: “Our success is due to our determination to bring distinctive flavours to gin that taste great and gin drinkers will enjoy. Knowing we were truly innovating and seeing the interest our products soar over the past year has led us to invest further in the business and hire more staff to support demand.

“Boë Gin has deliberately stayed under the radar over the past couple of years, choosing to let the quality, uniqueness and great taste of our products speak for themselves. This year’s sales results will make it harder to do that, but it’s a great position to be in. We look forward to stepping out from the shadows and bringing vibrancy and colour to the gin industry, something we’re sure gin drinkers will love.”

Related topics: Spirits & Cocktails

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