Popularity of pink drinks boosts gin and rosé sales

The nation's love of pink drinks is driving sales of gin, rosé and  ”instagrammable” cocktail liqueurs, according to the latest stats from the Wine and Spirit Trade Association.

Flavoured gin has driven more than half of all growth in gin sales recorded over the last 12 months, despite only making up one fifth of total sales, and almost three quarters of the flavoured gin sector’s growth has been driven by pink gin.

As a result, 2018 was a record year for gin sales with Brits buying 66 million bottles over the 12 months, up 41% on the same period the year before.

Other categories are also benefiting from the interest in pink drinks.

The WSTA’s latest figures show that UK consumers bought more than 100 million bottles of rosé in the off-trade last year, which is more than 2 million more bottles than in the previous year, with value growth of 5%.

Miles Beale chief executive of the WSTA, said: “Pink drinks are increasingly popular thanks to our innovative distillers and wine makers who are responding to consumer demands for quality drinks with a splash of colour.

“We have seen a massive increase in the choices of pink and flavoured gins, there are signs of a renewed fondness in rosé wines and liqueurs like Campari and Aperol mixed with sparkling wine have boosted Brits love of pink cocktails.”

Aldi, which saw huge success last year with its rosé sales, said it expects to sell 13 million bottles in 2019, enough to fill four Olympic swimming pools.

Julie Ashfield, managing director of buying at Aldi UK, said: “We usually see a rise in rosé sales as the weather gets warmer and we move into Spring, but recently we’ve started to see an increased demand for rosé all year round, thanks to drinkers who love to post about it on Instagram, and pair it with a variety of foods.

“To meet this rising demand, we’ve stocked our shelves already and are expecting an early rush on sales. Our new Beaujolais style will be joined by our biggest ever rosé collection this Easter, which we’re confident will be incredibly popular with our shoppers.”

In the cocktail category the popularity of herbal bitter liqueurs mixed with sparkling wine shows an interest in colourful “instagrammable” cocktails, the WSTA said.

During the 2018 heatwave Britons bought more than 4 million bottles of non-cream liqueur cocktails from the off-trade and sales rose by 56% on the same 12 weeks for the year before, which is the equivalent of an extra 1.4 million bottles.

Beale added: “The introduction of new products combined with a fantastic long hot summer has helped boost the pink category and Valentine’s Day will no doubt see another pink spike. There is no doubt that the pink category has benefited by consumers love for sharing vibrant, colourful drink trends on social media.”

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