UK: Loyalty fades in premium white spirits - William Grant & Sons
William Grant launched Icelandic Reyka Bitters in London last night
An executive at William Grant & Sons has warned that the lines between premium white spirits in the UK have become “blurred” over the past two years, with consumers no longer loyal to one category.
Jonathan Cornthwaite, the brand manager for Reyka Icelandic vodka in the UK, told just-drinks yesterday (25 February) that consumers are instead looking for a good quality product, while “not placing restrictions on themselves”. “People are moving between categories in a way that they didn't used to,” Cornthwaite said.
“Certain categories are getting blurred and, where people would traditionally talk about a premium gin drinker or a premium rum drinker, now they are talking about a premium white spirits drinker.”
Cornthwaite was speaking at the launch of Icelandic Reyka Bitters in London last night. Only 300 bottles are being released, free to bartenders in the city, with the aim of encouraging them to create new cocktails using Reyka vodka.
It is William Grant's first marketing activity for Reyka since the brand was relaunched in the UK 18 months ago following an aborted debut in the country in 2005.
Cornthwaite said that Reyka was pulled from the UK market in 2007 to focus on the US, where the premium vodka now sells about 40,000 nine-litre cases a year. UK sales passed 1,000 nine-litre cases for the first time in 2013, and Cornthwaite said the company has “very ambitious plans for the next few years”.
“We're not going to be the next Grey Goose, selling 1m cases, but that's not what it's about,” he added.
Reyka, which sells in the UK for about GBP26 per bottle (US$43) is also available in Australia, Iceland, Columbia, Canada, Mongolia and Singapore. Cornthwaite said the brand will roll out “in due course” across other markets.
Yesterday, the head of E&J Gallo's European operations supported his firm's move into the UK vodka market with New Amsterdam vodka despite a dip in category volumes in the country.
Primarily known as a player in Scotch whisky, in recent years William Grant has broadened its portfolio. While a number of these brands have performed well it needs to develop them further. This profi...
William Grant & Sons has partnered with celebrity chef and author Anthony Bourdain through its The Balvenie Scotch whisky brand, on a project to celebrate "craftmanship" in the US....
The report provides a review of the latest news and key events in the global spirits market during September 2014....
Gin is a spirit, which is made from juniper berries. Increase in demand among the millennial population in the US, growing demand for premium gin, and increased marketing and promotions by vendors are...
Synopsis The report provides a review of the latest news and key events in the global spirits market during July 2014. Summary Using this report, marketers will effectively gain an insight into the l...
- What do A-B InBev results mean for SABMiller deal?
- Brewers go Crazy over Flavoured Malt “Cocktails”
- Spirits - Where does 'Craft' End and 'Mass' Begin?
- Anheuser-Busch InBev's FY Performance by Region
- Much Work to do on Packaging in the US
- Diageo "smart bottle" targets consumers at home
- Tesco reinstates Dan Jago following suspension
- Tough US hits Mast-Jagermeister volumes in 2014
- George Clooney launches Tequila Casamigos in UK
- Pernod Ricard's Havana Club Union
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Wine, 2014 and the future
- Spirits and RTDs, 2014 and the future
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research
- Beam Suntory Inc. - Strategy and SWOT Report