Gin-trification on the rise as Sainsbury’s

This summer, baking gets boozy at Sainsbury’s with the launch of two new flavourings – Prosecco and Gin & Tonic – which hit the supermarket chain’s shelves this month.

Sales of Prosecco and gin are up 40% and 25% respectively year-on-year for the retailer, while gin enjoyed record-breaking sales in 2016, with more than 1 billion bottles sold.

Sainsbury’s spirits buyer Gareth Roots commented: “Gin continues to perform exceptionally well. A lot of this growth is coming from the premium and craft end of the market. Over the last two years, we’re seeing customers’ tastes diversifying into new flavours, such as spiced gin.”

In response, Sainsbury’s launched three new gin products on June 4. Exclusive Drury 173. London Dry Gin (70cl £20) is distilled in Britain using traditional copper stills, some of which are over 150 years old. This has created spicy notes and a lemony finish.

Taste the Difference Blackfriars London Dry Gin 10 (70cl £16) is distilled four times using 10 botanicals by G&J Distillers in Warrington to deliver a complex and aromatic gin.

by Sainsbury’s Pink Gin & Lemonade Can (25cl £1.50) is a London Dry Gin mixed with rose lemonade.

Customers can now incorporate the taste of these tipples into their summer bakes with the introduction of Sainsbury’s Gin & Tonic Flavour (38ml – £1) and Sainsbury’s Prosecco Flavour (38ml – £1).

And Brits’ appreciation of the botanical spirit doesn’t stop there. As the nation’s appetite for premium gin continues to grow, the classic spirit and mixer pairing is becoming even more ‘gin-trified’, according to Sainsbury’s.

Gin enthusiasts are also looking to premium mixers as they seek the ultimate G&T pairing, with sales in the mixers category up by 19% year-on-year, driven premium tonics.

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