Gin and English Sparkling to shine over the Jubilee weekend
Gin and English sparkling are set to be the winners this Platinum Jubilee weekend, with 30% of consumers set to drink a British-distilled Gin and 1 in 5 planning to drink English wine according to drinks insights agency, PROOF Insight.
Just short of two weeks before the long weekend, 33% of 18-34 year olds have planned an occasion in a pub or bar and a quarter of consumers (25%) have planned to go out for a meal, with more bookings set to be placed in the days leading up to the weekend. The renewed patriotism the country is currently experiencing means that 34% of consumers plan to celebrate all things British and a quarter of consumers (24%) are planning to consume British products.
Gin’s comeback?
The renewed patriotism and interest in British produce provides a great opportunity for British spirits. 17 million consumers intend to drink a British-distilled gin, and 30% also plan to consume the classic gin & tonic, predicted to be the most popular cocktail serve of the Jubilee weekend. With a number of brands launching limited editions of flavours or bottle designs, and marketing their gin around classic British serves, British gins have a fighting chance of emerging as a Jubilee weekend winner if positioned as the classic British tipple that it is.
English wine’s moment to sparkle
The patriotism of the Platinum Jubilee weekend extends to English wine with nearly 11 million consumers planning to drink it (19%). This in light of growth in the relatively small category over recent years; listings on drinks menus has grown, as has planting of vineyards in the UK which has doubled in the past eight years. English sparkling makes up 70% of the category and this is where the opportunity lies; 17% plan to consume a sparkling wine over 7% wanting to drink a champagne. English sparkling is well placed to tap into consumers who are wanting to celebrate Britain and consume British drinks, as well as those who are looking to elevate their celebratory moment.
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Tori Vickerman
Growing up in a family restaurant, wine and food were always bound to be a passion for Tori. She found her love for wine while living in South Africa, making days trips to the plush wine farms of Stellenbosch for tastings. So after moving up the ladder in a leading London communications agency, she made the move to Bibendum to head up PR.