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Waitrose has more than doubled its initial order of bottles of the new Heston from Waitrose Citrus Sherbet Lazy Gin to cope with customer demand.
The gin has seen unprecedented sales since its launch in mid-November, selling a month’s worth of stock in just one day (an average month’s worth of stock sold on November 22).
World-renowned chef Heston Blumenthal is an ambassador for Waitrose, who works closely with the supermarket chain to bring his ‘unique and creative approach’ to a range of food and drink that feature unusual flavour combinations and unexpected ingredients.
The Heston from Waitrose Citrus Sherbet Lazy Gin, (£24.99/70cl) is a gin that requires no garnish. Packed with citrus flavours and botanicals including lemon verbena, basil and Persian lime, Heston recommends the spirit is served with ‘Mediterranean tonic water, ice, no slice’.
Waitrose buying manager Jamie Matthewson said: “Gin is the most popular spirit at Waitrose, so we knew this new addition would be a hit. But sales have surpassed all expectations.”
In 2010 the Heston from Waitrose Hidden Orange Christmas Pudding sold out in Waitrose shops, with waiting lists for customers in-store and the pud even making an appearance on eBay. It now seems the ‘Heston effect’ has struck again with his innovative take on gin.
