Rise of the home mixologist send sales of premium spirits soaring at Co-op
10 September 2016
The premium drinks market has been ‘shaken’ and ‘stirred’ by a James Bond-inspired shift to homemade martinis as sales soar of vodka and gin.
The retailer has seen an increase in sales of 42 per cent premium vodka and 41 per cent of premium gin so far this year as shoppers’ trade up to recreate the sophisticated cocktails found in upmarket and exclusive bars across the country.
Grey Goose Vodka and Hendricks Gin topped as the favourite premium spirits, up by 21 and 87 per cent respectively. Espresso Martini ingredients of coffee beans has seen an increase of 5.2 per cent this year, whilst vermouth a staple of the James Bond classic saw a sales increase of 11 per cent this year.
The rise in upmarket bars has led to Brits to wanting to adopt this sophisticated way of drinking at home and become amateur mixologists in order to recreate the expensive cocktails found on the menus.
And rather than dress up for the occasion, customers are purchasing the spirits and turning to social media to post about their #Greygoose #Martini creations from the comfort of their homes, with 4,050 posts appearing each month.
Co-op’s Spirit buyer, Sarah-Jane Wilson, said:
“Super premium spirit brands are now a kitchen cupboard staple for Brits looking to create their own impressive bar at home and we are anticipating sales will continue to grow.”