Majestic: Top wine and spirits trends for 2018

Honey gin

lime and honey iced drinks with cucumber sliced on white marble table

“Experimenting with different botanicals and flavours has made gin the success story of 2017, with sales up 110% vs last year at Majestic with over 120 new lines added throughout the year. Some may feel that gin hype is a load of rhubarb – but rhubarb itself has been key in driving the trend, with rhubarb gin sales up 170% year to date. Expect more flavours in 2018, like the newly launched honey gin, which is set to hit the shelves in the New Year.”

With gin at the centre of a renaissance for the past few years, 2018 could be the year that the market evolves to include flavoured-variants, much like the vodka market. Honey has already proved its muster in the whiskey category, with Jack Daniel’s J&B, Wild Turkey and Jim Beam among those to have launched successful variants. It makes sense that the success of honey could also be replicated in the gin category.

For one, it carries with it credentials as a natural ingredient (millennials hate artificial flavourings), but also the potential for producers to turn their distillation into a chance to help support the dwindling bee population, offering an ethically-minded product to socially aware consumers.

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