Irish Gin Market Enjoys New Phase Of NPD
The Irish gin market is showing no signs of slowing down. In fact, it seems to be enjoying a new phase of NPD. Maev Martin reports.
While the outdoor summer will soon transform into an indoor summer for pubs, restaurants and their customers, the big shift in the way people drank over the past 18 months, due to the closure of hospitality venues, won’t disappear completely.
The popularity of ‘hometainment’ has grown, whether it is cocktail classes and/or virtual drinks with friends and family.
When it comes to spirits, some people splashed out on an expensive Irish whiskey or gin as an alternative to their usual night in the pub or at a restaurant.
All of this has informed, and will continue to inform, trends in the off- trade. 2020 also saw consumers moving to different alcohol categories and the marginal increase in spirits consumption (0.7%) last year is in line with the growing popularity of premium spirits generally in Ireland.
Drink Botanicals Ireland
One company targeting the premium gin market is Drink Botanicals Ireland, which spotted a gap in the market for “natural, reasonably priced premium syrups” to cater for the thriving home cocktail scene during the COVID-19 lockdown.
Laura McCarthy is CEO of Drink Botanicals Ireland (DBI), a company that she established in September 2017 when she was 20 years old.
“DBI was the first Irish brand to launch a Gin Fusion Kit, enabling consumers to enjoy an up-styled gin and tonic from the comfort of their own home,” she says.
“Building on the success of the Gin Fusion Kit, and after securing listings with big retailers such as Dunnes Stores, Supervalu, Donnybrook Fair and others, our product portfolio quickly expanded, and we then launched premium cocktail and gin sets, which contain all the to craft your very own premium cocktail and gin sets, which contain all the mixology equipment and garnishes one needs to craft your very own premium cocktail."
While researching the syrups market during the COVID-19 lockdown, she found that the majority of syrups contained lots of artificial colourings and flavourings.
“After a lot of research and experimentation, my company launched six 500ml unique premium syrup flavours – lemon, grapefruit, orange, cucumber, sour cherry and raspberry,” she says.
“These syrups are very different from other brands out there, as they contain natural ingredients, are pulp-based, and thick in texture. The packaging itself is also very unique, as it is paper wrapped. I believe presentation is critically important, and really is the silent salesman.”
Although the range only launched last month, Laura says that the feedback from both retail buyers and consumers has been “incredible”.
She reports that they have already secured listings in many well-known retailers across the country.
“Some distributors have also shown interest and want to take our products on board,” she says.
“Some individuals who have been in the retail trade for over 20 years have told us that our syrups are ‘definitely the best they have ever tasted’ and ‘a lot’ better quality when compared to well-known international brands on the shelves."
"As a 24-year-old entrepreneur, being told that your product range is better than other global brands is very satisfying and motivating. I am confident that our new expansion into the syrups market will quickly prove to be successful, not only in retail stores but also in bars and restaurants. I am really excited to see what the future holds for Drink Botanicals Ireland,” Laura adds.
© 2021 Checkout – your source for the latest Irish retail news. Article by Maev Martin. For more Drinks news click here. Click sign up to subscribe to Checkout.