Consistency, innovation and new formats: Gin brands on winning in a declining category
Gin saw a boom in recent years, driven by flavours and consumer habits over lockdown, but as the category sees declining sales, brands will have to work harder to drive growth.
Strong brands need to be able to withstand changing category dynamics and trends to maintain long-term growth. Gin has been one category that has seen a lot of shifts over recent times. From the rise of flavoured gin to the pandemic boom, the category has seen its fair share of change over the past decade.
Historically, gin was something of a maligned category in the UK. Indeed, an 18th-century law that banned small-batch gin distilleries was only amended in 2009. This gave rise to a whole host of small-batch brands coming to market. The category was further bolstered by flavoured gins, which brought in those consumers who had perhaps perceived gin as being too bitter for their taste.
