Waitrose sells out of its Heston Blumenthal gin

08 December, 2017

Waitrose has seen “unprecedented sales” of its festive Heston from Waitrose gin, and it has now doubled its initial order for the product after it sold a month’s worth of stock in just one day.

The new Heston from Waitrose Citrus Sherbet Lazy Gin (rsp: £24.99) was introduced into stores in mid-November, and rapid sales have meant the gin is now out of stock online at Waitrose Cellar and several Waitrose stores. Extra bottles of the gin are now on order and will be in stores in time for Christmas, according to the retailer.  

The ‘Heston effect’, which in 2010 famously saw Waitrose sell out of the Heston from Waitrose Hidden Orange Christmas Pudding, has struck again with the retailer reporting huge consumer demand for the world-renowned chef’s unusual gin creation.

Jamie Matthewson, Waitrose buying manager, said: “Gin is the most popular spirit at Waitrose and so we knew this new addition would be a hit, but sales have surpassed all expectations. This gin is made in the UK and we have ordered in more bottles which will be arriving back on shelves soon.”

The Heston from Waitrose Citrus Sherbet Lazy Gin is described as being packed with citrus flavours and unusual botanicals, including lemon verbena, basil and Persian lime. The gin is recommended drunk just with tonic and ice, to create “the ultimate lazy G&T”. 

Heston has previously created an Early Grey & Lemon Gin for Waitrose, along with a raft of premium and festive creations throughout the store. 

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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
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