Gibson’s Pink gin looks to attract new drinkers
Gibson International Sales Manager, La Martiniquaise-Bardinet
Gibson’s Gin, the number one French gin brand, has revealed a new premium pink variant as it looks to widen the brand’s appeal, attract new drinkers and appeal more to bartenders and the on-trade.
Gibson’s, which is part of La Martiniquaise-Bardinet spirits and wine business, is by far the number one London dry gin brand in France with a 36% market share in 2017. It is now looking to capitalise on the success story of pink gin that has taken many of the major gin markets in Europe by storm, most noticeably in Spain, Portugal and the UK.
What’s particularly interesting to a mature brand with such a dominant market share as Gibson’s is how pink gins are succeeding in bringing new drinkers into the still fast growing gin category. UK drinks analysts, CGA, claims 54% of those drinking pink gin in the UK did not use to drink gin before and are attracted by the sweeter taste, the colour and how it works so well either with a mixer or in a cocktail.
The overall international flavoured gin market has doubled in volume over the last five years, to 21m litres and saw sales up a further 6.5% in 2017 (Gibson’s/ IWSR).
When Gordon’s introduced a pink alternative into the UK market in the summer of 2017 it added £75.2m to the brand’s overall sales in what was described by The Grocer magazine as “the most successful drinks launch of the decade”.
La Martiniquaise-Bardinet is hoping Gibson’s new distilled pink gin format will have a similar impact. Constance Descamps, the brand’s international sales manager, told Vinexpo Daily that as well as helping to grow existing strong export markets, the company hoped its new pink gin would also open up new markets to the main Gibson’s brand and attract new consumers.
The brand is a distilled rather than a London dry gin and includes natural notes of strawberry and rose petal. The blend has been designed so that it has a balanced sweet flavour, and looks bright in the bottle to stand out on shelf or on the back bar, but then softens to a light pink when a mixer is added.
Descamps said it was initially launching the brand in France through selected bars and the on-trade to get bartenders onside and then build a market for it through word of mouth to take into the off-trade.
Hall 1 / Stand BD216
Constance Descamps, International Sales Manager, Gibson