Bombay Sapphire is releasing a gin and tonic RTD into Australia’s booming gin market.
The gin category is growing at a massive 40% vs last year, driven by premium and super-premium segments plus innovation, while gin ready-to-drink grew by 64% in retail sales over 2018/2019 alone.
Last year, one in three people purchased a ready-to drink product, with the category worth 14% of total liquor value sales.
Bombay Sapphire notes: “There are more people trying gin for the first time than ever before – the ready-to-drink format plays a key recruitment role into glass spirits, increasing gin penetration and basket spend among shoppers.”
Mauricio Vergara Herrera, Managing Director of Bacardi Martini Australia added: “Consumers are looking for premium drinks in convenient formats that fit their lifestyles. With the explosion of Gin and premiumisation in Australia it’s exciting to see this innovation from Bombay Sapphire as the leading premium gin.”
The RTD is best enjoyed chilled straight from the bottle or elevated a step further when poured over ice in a glass with a garnish of lemon or lime.
Bombay Sapphire Gin & Tonic Ready to Drink 4-pack retails for $26 and is available at Dan Murphy’s, BWS and independent retailers from September 2, 2019.
Watch the brand’s new global campaign below:
According to the Drinks Business Brand Champions 2019 report Bombay Sapphire is the second best-selling gin brand in the world.
Sales jumped 8.3% in 2018 to reach 4.3million nine-litre cases.