46 MARKET WATCH | MARKETWATCHMAG.COM | JUNE 2019
At nearly 1.39 million cases, Diageo-owned Tanqueray
ranks No. 2 by volume in the U.S., behind Seagram’s gin
from Pernod Ricard. Tanqueray eked out a slight gain of
0.7% last year, with volume driven primarily by its core
London Dry expression, which accounts for 94% of the total
and is the No.-1 gin brand in the U.S. priced between
$15-$25 a 750-ml. In addition to Tanqueray Rangpur—
which has grown at low single-digit rates in recent years—
and Tanqueray No. Ten, the brand reintroduced its Malacca
gin to the U.S. market in 2018. Malacca has a spicier flavor
profile that de-emphasizes the juniper notes found in a typical
London Dry expression.
Following a slight downturn in 2017, Bacardi USA’s
Bombay brand also managed an uptick, growing 1.3% last
year to 1.13 million cases in the U.S. Bombay, which includes
the popular Sapphire offshoot ($27 a 750-ml.) as well as the
Original expression ($23), has long been a stalwart in the
gin category; the entire lineup ranks third by volume in the
U.S., while Bombay Sapphire is the No.-2 gin priced at
$15-$25 a 750-ml. Looking ahead, Bombay Sapphire brandOther super-premium mainstream brands are faring better,
with steady innovation spurring growth. William Grant & Sons’
cucumber- and rose-infused Hendrick’s—the market’s
seventh-largest label at 440,000 cases—has invested in the
higher end in recent months with two new limited-edition
line extensions: Orbium and Midsummer Solstice. Infused
with quinine, wormwood, and lotus blossom, Orbium is aimed
mainly at upscale bar accounts as a specialty cocktail gin, while
Midsummer Solstice ($35 a 750-ml.) marks the first release
in Hendrick’s master distiller Lesley Gracie’s Cabinet of Curi-
osities. “Midsummer is a lighter, crisper take on the typical
Hendrick’s house style,” notes Paige Parness, Hendrick’s senior
brand manager. The new expression is a small-batch, limited
release that will be available through summer; Orbium will
be available through 2019. Hendrick’s posted gains of 18.9%
last year, the highest of any major gin brand. Much of the
brand’s growth has been spurred by the on-premise, as bartend-
ers and consumers across the country have adopted the gin as
one of the driving forces behind the cocktail revolution,
according to Parness.
LEADING GIN BRANDS IN THE U.S. PRICED AT $15-$25 A 750-ML.
(thousands of 9-liter cases)
Percent
Change^1
Brand Importer 2010 2015 2016 2017 2018 2017-2018
Tanqueray London Dry Diageo North America 1,238 1,266 1,290 1,293 1,298 0.4%
Bombay Sapphire Bacardi USA 648 817 987 933 946 1.3
Beefeater^2 Pernod Ricard USA 510 479 468 463 435 -6.1
Bombay Original Bacardi USA 175 183 195 190 188 -1.0
Tanqueray Rangpur Diageo North America 62 47 46 45 46 1.2
Citadelle Maison Ferrand USA 15 27 30 35 36 4.0
Greenall’s Quintessential Brands North America 4 25 27 25 25 -3.2
Total Leading $15-$25^3 2,652 2,843 3,043 2,984 2,973 -0.4%(^1) Based on unrounded data
(^2) Excludes 24, Pink, Burrough’s Reserve, and seasonals
(^3) Addition of columns may not agree due to rounding.
Source: IMPACT DATABANK ©2019
LEADING GIN BRANDS IN THE U.S. PRICED ABOVE $25 A 750-ML.
(thousands of 9-liter cases)
Percent
Change^1
Brand Importer 2010 2015 2016 2017 2018 2017-2018
Hendrick’s William Grant & Sons USA 110 294 341 370 440 18.9%
Boodles Proximo Spirits 13 44 53 58 59 3.0
Martin Miller’s Blue Ridge Wine & Spirits 9 30 30 35 37 5.0
Plymouth Pernod Ricard USA 24 30 32 35 36 3.3
Tanqueray No. Ten Diageo North America 30 33 35 35 35 -0.2
Uncle Val’s 3 Badge Beverage Corp. - 11 13 26 27 5.5
Total Leading Over $25^2 186 442 504 559 635 13.6%
(^1) Based on unrounded data
(^2) Addition of columns may not agree due to rounding.
Source: IMPACT DATABANK ©2019