5 Gordon's

05 September, 2008

Value

growth Aug 08 v Aug 07: +9%

Key date in history: 1990 - strength cut to 37.5% abv and money spent on duty ploughed into marketing

Famous friends: Gilbert & George made a short film, Gordon's Makes Us Drunk;

celebrity chef Gordon Ramsay who fronts its ad campaign

Strengths: The G&T is back; the popularity of Ramsay

Challenges: Snobbery of the average gin drinker; the unpopularity of Ramsay

The year gone: Those ads were everywhere you looked

The year ahead: It's that man again




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COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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