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First printed in Checkout Magazine
Premium gin has global ambitions
Ambitious plans to turn Plymouth Gin into a global one-million case brand begin this summer with the roll-out of new-look packaging and the first-ever consumer advertising campaign in the UK.
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| Plymouth Gin |
Worldwide sales last year reached 130,000 cases, with 70,000 cases being sold through the UK, and the target for Plymouth Gin, now part of Scandinavian drinks giant V&S and distributed in the UK by Maxxium UK, is very much a long-term one. In the medium term, V&S sees 500,000 cases being achievable with growth generated in the US, UK and other export markets.
Sophie Rietz-Elvefors, of V&S, said the intention was to make Plymouth Gin the leading premium gin brand. We are quite a small brand today, but we believe we can grow, she said.
The brand is currently growing at 4% year-on-year in the UK, ahead of the total market performance, but V&S and Maxxium are looking for growth in the region of 15% per year over the next few years.
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