Global Gin

Insights
2018 Edition
IWSR 2013-2017 data, 2018-2021 forecasts from 2017;
report was produced prior to release of IWSR 2018-2022 forecasts.
About this report
We’ve taken a fresh look at how to deliver spirits category
insight. This reports series is focused on providing data
with meaning, backed up with actionable insights.

Discover the essentials for your business, and what will

drive profit and growth. Gain the most important global
strategic insight, and quickly. Grab the facts and use
them - instantly.

Use this report to gain a global view on the category with

its:
t op-down world drivers of leading markets, consumers
and product innovation;
future category growth hotspots - visualised;
t op markets, brands, owners - ranked by volume and
value;
insider information from leading brand owners;
Essential insight - in one quick-to-use package.
About our analysts
Richard Woodard
A trained newspaper journalist, Richard Woodard has been writing about the wine and spirits industries
since 2000, including stints as editor of Wine & Spirit International, The Drinks Bulletin and The Spirits
Business.
He is a regular freelance contributor to a wide range of trade and consumer drinks magazines and websites,
and has been writing regularly for just-drinks since 2006, including a monthly column on the international
white spirits sector.

Humphrey Serjeanston
In his six years at the IWSR Humphrey has covered major markets in Europe, South America and the
Middle East/North Africa, and currently looks after Italy, Greece, Turkey, Malta and Egypt. Prior to
joining the IWSR Humphrey gained extensive experience in marketing and corporate communications in
publishing and investment banking following a degree in French and Italian at Cambridge and a stage at
the European Commission in Brussels. He is fluent in French, Italian and Spanish and in 2012 qualified for
the Advanced WSET Level 3 award in wine and spirits.

Alexander Smith
Alex has been with the IWSR for 15 years and has reported from all corners of the globe. He has a wide
contact base and deep understanding of the global markets having written about the alcohol industry for
24 years.
Before joining the IWSR, Alex worked for Shanken International in London and New York and UPI on
Capitol Hill.
Global Gin Insights 4

Table of contents
01 Insights
World view dashboard 1
Market conditions 2
Market key views 3
Future category prospects 6
Consumer drivers 11
Asia-Pacific 91
India 92
Other markets 98
Africa & Middle East 108
South Africa 109
Other markets 115
Travel Retail 117

03
Consumer key views 13
Product innovation 14
Product key views 16 Terms & Conditions
Industry structure 17
Around the directors’ table 24 Usage & copyright statements 123

02 Markets
The Americas 27
United States 28
Canada 35
Other markets 41
Europe 43
Spain 44
United Kingdom 51
Germany 57
Italy 64
France 70
Other markets 76
Global Gin Insights
List of tables & figures
01 Insights
Top markets for gin, 2013-2017 (‘000s nine-litre cases, ‘13-’17 % CAGR) 4
Top 20 gin markets forecast, 2018-2021
(‘000s nine-litre cases, ‘18-’21 % CAGR) 7
Top 20 fastest growing gin markets, 2018-2021
(‘000s nine-litre cases, ‘18-’21 volume growth) 9
Top 20 global gin brands’ and owners’ retail values, 2013-2017
(‘000s US$, ‘13-’17 % CAGR) 22
5
02 Markets
Gin brands in United States, % share 2013 31
Gin brands in United States, % share 2017 31
Gin brands in United States, 2013-2017 (‘000s nine-litre cases) 32
Top five gin owners in United States, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 33
Gin in United States by quality, 2013 and 2017 % share 34
Gin brands in Canada, % share 2013 37
Gin brands in Canada, % share 2017 37
Gin brands in Canada, 2013-2017 (‘000s nine-litre cases) 38
Top five gin owners in Canada, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 39
Gin in Canada by quality, 2013 and 2017 % share 40
Gin brands in Spain, % share 2013 47
Gin brands in Spain, % share 2017 47
Gin brands in Spain, 2013-2017 (‘000s nine-litre cases) 48
Top five gin owners in Spain, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 49
Gin in Spain by quality, 2013 and 2017 % share 50
Gin brands in United Kingdom, % share 2013 53
Gin brands in United Kingdom, % share 2017 53
Gin brands in United Kingdom, 2013-2017 (‘000s nine-litre cases) 54
Top five gin owners in United Kingdom, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 55
Gin in United Kingdom by quality, 2013 and 2017 % share 56
Global Gin Insights
List of tables & figures
Gin brands in Germany, % share 2013 60
Gin brands in Germany, % share 2017 60
Gin brands in Germany, 2013-2017 (‘000s nine-litre cases) 61
Top five gin owners in Germany, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 62
Gin in Germany by quality, 2013 and 2017 % share 63
Gin brands in Italy, % share 2013 66
Gin brands in Italy, % share 2017 66
Gin brands in Italy, 2013-2017 (‘000s nine-litre cases) 67
Top five gin owners in Italy, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 68
Gin in Italy by quality, 2013 and 2017 % share 69
Gin brands in France, % share 2013 72
Gin brands in France, % share 2017 72
Gin brands in France, 2013-2017 (‘000s nine-litre cases) 73
Top five gin owners in France, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 74
Gin in France by quality, 2013 and 2017 % share 75
Gin brands in Belgium & Luxembourg, % share 2013 79
Gin brands in Belgium & Luxembourg, % share 2017 79
Gin brands in Belgium & Luxembourg, 2013-2017 (‘000s nine-litre cases) 80
Top five gin owners in Belgium & Luxembourg, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 81
Gin in Belgium & Luxembourg by quality, 2013 and 2017 % share 82
Gin brands in Netherlands, % share 2013 83
Gin brands in Netherlands, % share 2017 83
Gin brands in Netherlands, 2013-2017 (‘000s nine-litre cases) 84
6
Top five gin owners in Netherlands, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 85
Gin in Netherlands by quality, 2013 and 2017 % share 86
Gin brands in Slovakia, % share 2013 87
Gin brands in Slovakia, % share 2017 87
Gin brands in Slovakia, 2013-2017 (‘000s nine-litre cases) 88
Top five gin owners in Slovakia, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 89
Gin in Slovakia by quality, 2013 and 2017 % share 90
Gin brands in India, % share 2013 94
Gin brands in India, % share 2017 94
Gin brands in India, 2013-2017 (‘000s nine-litre cases) 95
Top five gin owners in India, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 96
Gin in India by quality, 2013 and 2017 % share 97
Gin brands in Australia, % share 2013 100
Gin brands in Australia, % share 2017 100
Gin brands in Australia, 2013-2017 (‘000s nine-litre cases) 101
Top five gin owners in Australia, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 102
Gin in Australia by quality, 2013 and 2017 % share 103
Gin brands in Japan, % share 2013 104
Gin brands in Japan, % share 2017 104
Gin brands in Japan, 2013-2017 (‘000s nine-litre cases) 105
Top five gin owners in Japan, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 106
Gin in Japan by quality, 2013 and 2017 % share 107
Gin brands in South Africa, % share 2013 111
Global Gin Insights 7

List of tables & figures

Gin brands in South Africa, % share 2017 111
Gin brands in South Africa, 2013-2017 (‘000s nine-litre cases) 112
Top five gin owners in South Africa, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 113
Gin in South Africa by quality, 2013 and 2017 % share 114
Gin brands in travel retail, % share 2013 119
Gin brands in travel retail, % share 2017 119
Gin brands in travel retail, 2013-2017 (‘000s nine-litre cases) 120
Top five gin owners in travel retail, 2013-2017, retail value
(000’s US$, ‘13 and ‘17 % share) 121
Gin in travel retail by quality, 2013 and 2017 % share 122
Global Gin Insights 1

World view dashboard

MARKET GROWTH TOP OWNERS’ SHARES (‘17) FASTEST GROWING BRAND (‘15-’17)

Pernod Ricard: 22.8%

Americas 0.1% CAGR ‘13-’17 Diageo: 20.5% Bombay Gin: 14.3%
Bacardi: 12.2%

Diageo: 40.7%
Africa & Middle East 9.2% CAGR ‘13-’17 Distell: 14.5% Gordon’s Gin: 34.5%
Bacardi: 4.2%

Diageo: 23.9%
Europe 8.0% CAGR ‘13-’17 Pernod Ricard: 13.6% Gordon’s Gin: 18.9%
Bacardi: 10.1%

Pernod Ricard: 25.4%

CIS -5.6% CAGR ‘13-’17 Diageo: 16.5% Bombay Gin: 168.0%
Bacardi: 8.7%

Diageo: 46.0%
Asia Pacific -7.9% CAGR ‘13-’17 Bacardi: 8.2% Bombay Gin: 29.8%
Pernod Ricard: 7.1%

Diageo: 38.3%
Travel retail 8.1% CAGR ‘13-’17 Bacardi: 24.3% Tanqueray Gin: 66.2%
Pernod Ricard: 11.5%
Global Gin Insights
Market conditions
Growth trajectory: The 2017 IWSR data release
confirms gin’s impressive growth trajectory in many
markets, with total sales rising at a double-digit clip.
The Philippines remains the largest single market at
over 18m cases, led by the dominant San Miguel brand;
most of it is low-priced, however, and for the purposes
of this report not covered.
Widespread gains: Total gin sales (excluding low-
priced) rose by 7.4% between 2016 and 2017 to just
under 35m cases. Gin posted gains in 39 of its top 50
largest markets, with 19 of those markets growing at
double digits.
Europe at the heart: Europe remains the epicentre of
the so-called “ginaissance”, led by Spain and the UK.
Several other markets – such as Germany, Italy and
France – are coming on strongly from lower bases.
Spain’s landmark: Spain’s gin market surpassed the
5m-case mark following a 7% rise last year. While
the rest of the country’s spirits market struggled, gin’s
presence across almost all consumption occasions and
2
the explosion of the flavoured segment kept it firmly in Signs of life: There are some signs of life at the
the ascendancy. premium-plus and super-premium ends of the market,
although they remain relatively small. However, it is
not difficult to envisage premium gin replicating its UK
Further to run: The fundamental trends that led to the
success in other key gin markets such as the US.
recent explosion in premium gin are very much in place,
suggesting that growth has further to run, at least in the
short term. Craft desire: Given the desire among consumers for
small, crafted, high-quality, differentiated products,
combined with vodka fatigue, premium gin in the US
Premium share: Looking further ahead, it is worth
seems likely to represent the next major leg of growth.
highlighting that premium gin sales by volume now
have a higher share than any other spirits category in
the UK (except whisky). India in freefall: Gin’s performance in India was the
other main disappointment in 2017. There the category
is in freefall and has a poor image.
Spot the difference: Ultimately, there can only be so
many consumers prepared to pay a price premium
for one gin over another when the liquid has very little
recognised product differentiation in the way that aged
Scotch whisky does.
US disappoints: One disappointing aspect to gin’s
performance in 2017 was its relative underperformance
in the US, the second-largest market, which declined by
about -1% to just over 10m cases.
 “
Global Gin Insights 3

Market key views

Review In the last two to three years there has been an

Gin enjoyed another impressive year of widespread gains around the world in 2017, explosion of gin brands, especially in the UK.
with the vast majority of its top 50 markets on the up – and more than one-third of
In Spain there was already a huge market for
them growing by double digits.
smaller brands prior to the UK. It has become an
overcrowded market and I do not think that they
Insight
will all survive.
Europe is still at the heart of the gin boom, thanks to continued growth in Spain and
the UK, plus dynamic trends in a number of smaller markets, such as France, Italy
and Germany.
“
Enzo Visone, co-founder and executive chairman,
Quintessential Brands

Forecast
Where premium gin has an especially large market share – in countries like the UK,
for example – questions remain over the long-term continuation of this trend. Is
there enough differentiation between products?

“
Strategy
While growth looks set to continue in most global markets, the US remains the
glaring exception. Brand owners will be keen to turn positive signs at the upper end
of the market into more widespread and solid growth.
Gin is very much acting like craft beer –

“
consumers want local and they want premium.
Anna-Kai Tõrs, export manager, AS Liviko (Crafter’s)
Global Gin Insights
Future category prospects
Premium positivity: Gin is forecast to be the second-
fastest-growing international category to 2021 (behind
whisky) and, crucially, growth here will be driven by the
premium-and-above quality segments.
Still moving up: Globally, gin volumes (excluding low-
price) will increase at a CAGR of 2.2% between 2018
and 2021, adding almost 1.5m nine-litre cases to 2017’s
volumes by the end of the forecast period.
Ubiquitous growth: Nineteen of gin’s top 20 markets
are expected to grow volumes to 2021, with India the
exception. The moribund gin category here is expected
to dip below 1m cases (excluding low-priced) by the end
of the period.
Leading the charge: The biggest growth market for gin
over the next five years will be the UK, followed by the
US, Spain, South Africa and travel retail.
Dynamic destinations: Other fast-growing markets will
include Germany, Australia, the Netherlands, Mexico
and Brazil. Their geographical diversity is an illustration
of gin’s increasingly global appeal.
New heights: In the UK, gin’s mixability outside the
gin-and-tonic, including a wide range of cocktails, will
propel volumes to new heights.
Crucial variety: An ever-increasing number of brands,
especially at the premium-and-above end, are
available, and this variety is crucial to the category’s
ongoing success as it ties in with consumers’ demand
for making their own individual choices, rather than
following a mainstream trend.
Slowing growth: Gin’s growth in Spain is expected to
slow, but ongoing investment, a recovering on-trade
environment and a robust demographic and economic
outlook will provide the category with room to grow,
further consolidating its position across several
consumption occasions. Flavoured gin will continue to
benefit from the strawberry trend.
6
Polar US: Looking at the top end of the category only,
the US will lead the growth for super-premium and-
above brands, while value and standard products
decline.
Small-batch: Rising interest in imported small-
batch brands is fuelling the growth, as is the growing
appreciation of classic gin cocktails and innovative
brand releases, with an emphasis on distinct botanicals
and production methods coming from Europe.
Volume driver: In gin’s largest market including all
value segments, the Philippines, the category suffers
from a tired image following years of strong growth as
consumers increasingly opt for new, trendier categories.
Nevertheless, the Philippines will still be by far the
biggest market by 2021.
Global Gin Insights 8

Top 20 gin markets forecast, 2018-2021

Source: IWSR

01 United States 06 Germany 11 Australia 16 Canary Islands

02 Spain 07 Canada 12 Belgium and Luxembourg 17 Mexico

03 United Kingdom 08 India 13 Japan 18 Greece

04 Travel retail 09 Italy 14 Poland 19 Brazil

05 South Africa 10 France 15 Netherlands 20 Pakistan

Global Gin Insights 10

Top 20 fastest growing gin markets, 2018-2021

Source: IWSR

01 United Kingdom 06 Travel retail 11 Mexico 16 Russia

02 United States 07 Canada 12 Netherlands 17 Belgium and Luxembourg

03 Spain 08 Australia 13 Brazil 18 Kenya

04 South Africa 09 Italy 14 Canary Islands 19 Austria

05 Germany 10 France 15 Poland 20 Sweden

Canada

01.
Market overview

02.
Top gin brands in Canada, 2013-2017
1.02% CAGR ‘11-’15

03.
Top five gin owners in Canada, 2013-2017

04.
Gin in Canada by quality, 2013-2017
Global Gin Insights 36

Canada
A strong Canadian economy in 2017 led to sustained
growth in most wine and spirits categories. This further
supported the development of premium price segments
within several categories, most notably still, sparkling
and rosé wine and US whiskey.

The Canadian market is dominated by off-trade

consumption. Bar and restaurant owners feel the
hospitality industry is hindered due to lack of wholesale
pricing, unfair taxation and outdated rules. Some
provinces made progress on these issues with the
government in 2017, and others hope to follow soon.

The gin market maintains its positive momentum.

Bombay Sapphire and Tanqueray remained one
and two by volume respectively. Premium-and-
above brands, such as Hendrick’s, continued to draw
consumers’ attention, while newer local craft brand
Ungava saw 38% growth.
b+12+4617201927 b+12+34514172330
Global Gin Insights 37

Gin brands in Canada, % share 2013 Gin brands in Canada, % share 2017
Source: IWSR Source: IWSR

BOMBAY GIN 26.2% BOMBAY GIN 28.3%

TANQUERAY GIN 18.8% TANQUERAY GIN 21.9%
BEEFEATER GIN 19.0% BEEFEATER GIN 16.1%
GORDON’S GIN 16.2% GORDON’S GIN 13.6%
DE KUYPER GENEVER 6.0% DE KUYPER GENEVER 4.4%
UNGAVA GIN 1.6% UNGAVA GIN 3.4%
HENDRICK’S GIN 1.7% HENDRICK’S GIN 2.8%
GILBEY’S GIN 4.0% GILBEY’S GIN 1.8%
MELCHERS MAXI DRY GIN 1.8% MELCHERS MAXI DRY GIN 1.7%
SCHENLEY LONDON DRY GIN 1.3% SCHENLEY LONDON DRY GIN 0.9%
Global Gin Insights 38

Gin brands in Canada, 2013-2017 (‘000s nine-litre cases)

Source: IWSR

Brand 2013 2014 2015 2016 2017

Total 771.8 787.0 831.3 872.4 906.9
Bombay Gin 202.5 207.5 223.6 245.1 256.6
Tanqueray Gin 145.5 154.0 175.5 179.6 198.5
Beefeater Gin 146.9 143.4 145.5 148.9 146.3
Gordon’s Gin 125.0 126.5 122.5 123.5 123.0
De Kuyper Genever 46.5 45.0 43.0 40.5 39.5
Ungava Gin 12.0 16.0 20.0 22.5 30.9
Hendrick’s Gin 13.5 17.3 20.9 23.5 25.5
Gilbey's Gin 31.0 29.0 25.0 17.5 16.0
Melchers Maxi Dry Gin 14.0 14.0 13.5 14.5 15.3
Schenley London Dry
10.0 10.0 9.0 8.0 8.0
Gin
Others 25.0 24.5 32.9 48.9 47.4
Global Gin Insights 39

Top five gin owners in Canada, 2013-2017, retail value (000’s US$, ‘13 and ‘17 % share)
Source: IWSR

Owner 2013 2014 2015 2016 2017 % share ‘13 % share ‘17
Total $204,456.0 $216,026.7 $229,982.6 $244,653.5 $263,603.0 100.0% 100.0%
Diageo $78,551.9 $82,685.1 $86,838.0 $86,328.1 $95,027.6 38.4% 36.0%
Bacardi $55,951.7 $59,536.1 $64,157.3 $70,750.1 $73,933.9 27.4% 28.0%
Pernod Ricard $41,452.7 $43,674.8 $45,655.0 $47,565.3 $51,666.7 20.3% 19.6%
Wm Grants $6,393.3 $8,169.3 $9,874.1 $11,117.0 $12,580.0 3.1% 4.8%
De Kuyper $10,769.6 $10,422.2 $9,959.0 $9,380.0 $9,148.4 5.3% 3.5%
Others $11,336.7 $11,539.2 $13,499.2 $19,512.9 $21,246.5 5.5% 8.1%

Top five gin owners in Canada, 2013-2017, retail value (000’s US$)
Source: IWSR

$100,000.0

$80,000.0

$60,000.0

$40,000.0

$20,000.0

$0.0
2013 2014 2015 2016 2017

Diageo Bacardi Pernod Ricard Wm Grants De Kuyper

Global Gin Insights 40

Gin in Canada by quality, 2013 and 2017 % share

Source: IWSR

Quality % share ‘13 % share ‘17

Standard 95.1% 87.8%
Premium and Above 4.9% 12.2%