The new head of Pernod Ricard’s EMEA & LatAm reporting region has forecast that gin has the potential to become a globally-successful category.
Speaking to just-drinks at the group’s Capital Markets Day in China last month, Gilles Bogaert said the gin revival is starting to take hold world-wide. The category is gaining traction across Europe and in some Latin American countries, Bogaert claimed.
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There are currently two spirits categories that can claim global status, according to Bogaert; Scotch whisky and vodka.
“I think gin can become a global category,” he said. “It’s still early days, but there is clearly something happening with gin in many, many countries at the same time.”
He said Beefeater sales in Brazil have multiplied by 25 times in two years, albeit from a small base. “It’s starting to become something big because it is a different taste profile and it is seen as something quite authentic – made with different natural plants. Also, it’s mixable and there is a bartender trend around gin.”
Bogaert highlighted Pernod’s five-strong gin portfolio in Beefeater, Monkey 47, Seagram’s, Plymouth and Ungava. “All of these gins are able to tackle different occasions of consumption and different types of consumers all around the world,” he said.
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By GlobalDataAccording to the Global Gin Insights 2018 report from just-drinks and The IWSR, gin enjoyed another year of widespread gains in 2017, with more than one-third of its top 50 markets experiencing double-digit growth.
“The consolidation of the spirits industry is not over” – just-drinks speaks to Pernod Ricard’s CEO of EMEA & LatAm, Gilles Bogaert
