Bibendum bets on spirits in on-trade during festive trading period

By Erin Smith

Published: 08 October, 2014

Bibendum expects spirits to perform strongly in the run-up to Christmas after rum and gin sales shot up in the past 12 weeks, and the number of on-trade venues selling cocktails has grown by one third in the past year.

Bibendum

The supplier made the prediction after seeing gin sales grow 14% by volume and and 9% in value, while rum sales have increased by 5% increase in volume and 7% in value in the past 12 weeks.

Brenda Kelly, head of marketing at Bibendum said: "Bars and restaurants around the country are getting creative with their cocktail offerings - presentation, glassware, garnishes and the use of premium and niche ingredients are proving a hit with consumers. Cocktail inspired events, such as London Cocktail Week, have really put cocktails back in the mind of the consumer and demand has never been higher. The theatre and fun around cocktails is perfect for the festive season when traditionally consumers are out to treat themselves and spend more on having a good time."

"Consumer interest in premium ingredients has never been higher and the improving economy means consumers are willing to pay a bit extra for better quality and a more pleasurable experience. Local provenance is also appealing to consumers which can be seen in sales of products from companies such as Sipsmith, William Chase and The Cambridge Distillery," said Jamie Avenell, spirits buyer for Bibendum.

London Cocktail Week 2014 will be hosted October 6-12, 2014 in bars across London.

London Cocktail Week 2014 London Cocktail Week 2014London Cocktail Week 2014 will be hosted October 6-12, 2014 in bars across London.

London Cocktail Week, which is currently running, is also helping to raise the profile of cocktails in the on-trade and putting the cocktail craze top of mind for consumers that are going out. The fifth annual London Cocktail week is running from October 6- 12, 2014 and being hosted in 250 bars across the city. The event is expected to draw over 25,000 people to the on-trade throughout the week. The event offers consumers specific drinks for £4 with the purchase of a wristband.

Siobhan Payne, festival director for London Cocktail Week, said: "We are expecting between 22,500 and 25,000 attendees this year. Every year we have been increasing our numbers around 30%."

RumFest RumFest hopes to smash records for the world's biggest-ever rum tastingA host of big-name speakers from the world of rum will also attend the event, which runs from October 10 to 12 at London's ILEC centre.