Caorunn poised for wider off-trade push
Craft gin brand Caorunn is poised for a bigger off-trade push, following the news that it has secured widespread Tesco listings outside of its Scottish heartland as a result of strong consumer demand.
The gin, which was launched in 2009, has seen sales double in the UK each year since 2015, according to Nielsen data. Sales are currently growing well ahead of the growth in the overall gin market, according to UK sales director, Nial Mackinlay.
He told OLN: “We initially did a lot of work with the on-trade to give people a chance to taste it as we slowly built up distribution. We have been working a lot with bartenders and they helped us to create the perfect serve with red apple; getting this brand message out about the perfect serve is now something we are really concentrating on.
“We are now ready to increase off-trade distribution and we are particularly working on listings south of the border. The brand is ready; there is a customer base that is loyal to Caorunn and they want it to be more accessible.
“Caorunn has consistently performed very well throughout the year within Scottish Tesco stores, proving extremely popular with our customers. This is turn has extended distribution throughout the UK and we are delighted that more customers will be able to buy Caorunn in these additional stores.”
The gin is now sold in 502 Tesco stores, as well as selected Waitrose, Sainsbury’s and Oddbins stores, as well as premium drinks retailers and spirit specialists.
Caorunn is crafted in small batches in the Speyside region of the Scottish Highlands. The drink is made using pure grain spirit, Scottish water, six traditional and five locally picked Celtic botanicals (Rowan berries, heather, coul blush apple, dandelion, bog myrtle).