Sobering thoughts….can Gin emerge from its current dip?

The Off-trade Gin category saw some sobering data in Q4…

Nielsen showed an 8.7% drop in value (-£105m) for the 52 weeks to w/e 20th Nov 2021.

Kantar’s 52 weeks to Sept 2021 data also showed UK gin growth lagging well behind other categories (£24m vs Rum £58m, Vodka £116m & Whisky £154m).

For context, this was on the back of 22% growth for the previous year, as many drinkers increased their Gin consumption at home during lockdown.

TRKR insight mirrored this data – 33% of Gin drinkers said they drank more during lockdown than before (with 15% drinking less). 

At the same time 74% of Gin drinkers say that they will go back to drinking the same or less than they did before Covid.

What does this mean for brands?

Did gin brands factor in this dip for their 2021/22 budgets, or do they hope to maintain the “new normal”?

Does the returning On-trade compensate for the Off-trade dip? 

Possibly not…TRKR insight has 49% of gin drinkers saying they will go to pubs and bars less than they did before COVID, and only 10% going more.

Brand Deep Dive

Our Q4 Gin TRKR will explore this dip in more detail, looking at the trends as well as the attitudes and motivations of gin drinkers.

We can now also take a bespoke Deep Dive for individual brands (and their main competitors) to help them plan for 2022 with real knowledge about what matters to their drinkers.

Contact Mark@trkr.co.uk to discuss