Franklin & Sons sees gin sales double due to ‘demand’ for natural ingredients

Independent drinks company Global Brands has seen sales of its premium tonics, mixers and soft drinks range Franklin & Sons more than double on the back of the gin boom as it says customers “demand natural ingredients”.

Total value sales of the range increased by more than double in the 12 months to 30 June 2018, while volume sales for the same period also more than doubled. Export sales also increased by 91% for the same period. The drinks are sold worldwide, including Hong Kong, Japan and Russia, while sales continue to grow in export markets including Canada, Columbia and South Africa.

The company said domestically, sales of the range “remain unaffected” by the sugar tax, with demand continuing to rise post-April 2018 when the new levy was introduced.

A recent report from the Wine and Spirits Trade Association showed that gin sales grew by 38% in the 12 months until the end of June 2018. HMRC figures for the same period show export sales of gin were worth £532m.

Steve Perez, chairman at Global Brands, said: “Similar to the demand for gin, premiumisation and provenance are playing a huge role in driving sales of Franklin & Sons. People don’t want fake flavours and are more discerning about what they mix their gins with. They prefer quality drinks with natural ingredients and are willing to pay more for these.

“Internationally, we’re experiencing a real demand for ‘Britishness’ and are seeing this open new markets for us, including Germany, Australia, Korea and South Africa. People want the full British experience when making their G&Ts and to enhance the taste of their craft British gin by mixing it with an equally premium quality British tonic.”

He added: “Ongoing innovation throughout the range is enabling us to create new opportunities in both the off and on-trade that not only capitalise on the gin trend but drive sales beyond this. The range is proving popular as part of low alcohol serves when mixed with sweet vermouths, ports and sherries, while the premium quality and flavours are a hit with people wanting a more stylish and sophisticated soft drink that’s full of flavour.”

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