The Gin economy

July 21, 2021
By Ioni Doherty

Gintonica is embarking on an equity crowd-sourced funding campaign via Birchal as it aims to raise capital to fund its expansion plans and to promote Australian craft spirits both locally and internationally.

Australian equity crowdfunding platform, Birchal recently completed the equity raise for Beer Cartel to the tune of $1.45 million with more than 1000 Australian investors now attached to the online craft beer store.

Melbourne-based e-commerce retailer, Gintonica was established in 2017, capitalising on the growing appetite in Australia for craft gin which is now beginning to outstrip imports. Gintonica says that total national gin sales grew by 16 per cent per year from 2015-2019.

For Endeavour Group, Australian-made craft and premium gin sales grew by over 50 per cent across its BWS and Dan Murphy’s retail chains over the last twelve months. For those retailers, the segment is now surpassing vodka, which used to be the best-selling white spirit.

“The past five years has shown us that Australians want quality made local spirits. Crowd funding will enable the business to expand into other craft spirits, employ more staff and continue to champion the Australian craft spirits industry whilst engaging with our customers on another level. We think raising equity in this way is a Ginspirational way for gin lovers to jump on board our spirited adventure,” said David Box, Gintonica’s Founder and Director.

Gintonica’s number one selling product is their Gin Advent Calendar which sells out each year, filled with 50ml ‘mini me’ bottles introducing consumers to new Australian craft gins as it aims to educate and introduce drinkers to the incredible flavours of Australian craft gin. The product line has grown to include 14 unique gin tasting packs, Gin-a-Month subscriptions, cocktail gift packs and many other gin-related products as well as being stocked in Dan Murphy’s and Myer.

“It can be overwhelming for consumers. Walk into a major bottle shop and you could be confronted with over a hundred gins, more than half being Australian. We make it easy for gin lovers to try before they buy, or even to gift an incredible Aussie craft gin pack,” said Mr Box.

There is a huge trend of drinkers wanting to support local, Australian-made drinks across all drinks categories, but growth is most noticeable in gin. There are over 125 commercial Australian distilleries producing 800 craft gins. Forecasting predicts whisky and rum will gain popularity among craft drinkers in the coming years.

Online sales of Australian craft spirits were boosted by COVID, which accelerated Gintonica’s growth. Australian spirit curators and drinkers held Zoom tastings and cocktail making at home was embraced like never before.

With Australian whisky sales on the rise, Gintonica will soon launch WhiskyRocks, expected to further boost sales.

Expressions of interest in becoming a part of Gintonica are now open. Further information is available here or listen to David Box talk about it.

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