International gin brands make a beeline for India
- ByAyushi Ray | September 3, 2021
International gin brands make a beeline for India. Diageo India, which sells Tanqueray and Gordon’s gin, is also exploring bringing in flavoured variants of both brands. “The category did continue with double-digit growth in FY21, but not at the levels seen previously. We are, however, seeing the same level of growth coming back,” said Abhishek Shahabadi, vice-president and portfolio head for luxury and premium brands, Diageo India. The company picked early cues from a shift to in-home alcohol consumption and stepped up marketing initiatives enabling consumers to replicate experiences at home, he said.
The premium brands are eyeing India as companies spot considerable consumer appetite for the alcoholic beverage. Consumer interest in the drink was piqued with the launch of a raft of craft gins as well as aggressive promotion via curated experiential events such as Gin Explorer’s Club and Gin Sling.While the pandemic eroded India’s overall gin volumes in 2020 by more than 50%, premium gins posted volume growth of 16.9%, shows data from IWSR Drinks Market Analysis. IWSR forecasts premium gin to grow at 11.1% annually between 2020-25. Gins priced above ₹3,000 are considered premium by IWSR.
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