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April 26, 2021

Bacardi continues Bombay Sapphire tie-up with Bill Nye – Gin & Genever in the US data

Bacardi has released another Instagram video for Bombay Sapphire gin in an ongoing collaboration with US television educator Bill Nye.

Bacardi has released another Instagram video for Bombay Sapphire gin in an ongoing collaboration with US television educator Bill Nye.

The latest in the series, released to mark the launch of the Bombay Sapphire canned G&T range in the US this month, examines the scientific reasons behind the appeal of gin & tonic. Nye is a scientist who hosts a number of science-based TV programmes.

The 24 April post comes two weeks after the series launched. The series finale will be posted on Nye’s Instagram page on 30 April.

GlobalData figures show that Gin and Genever consumption in the US has been steadily declining in recent years. Between 2015 and 2019, the category shrank at a compound annual growth rate (CAGR) of 1.8%. The coronavirus pandemic saw a one-year 20% volumes drop in 2020 and, until 2024, the category is predicted to continue declining at a slightly accelerated 2% CAGR.

Earlier this month, Bombay Sapphire unveiled a Bramble RTD iteration in the UK.

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