Consumption of English Gin, excluding consumption in India which consists entirely of local economy brands, has been dominated by three core markets: the US; Spain; and the UK. In 2013, excluding India, these three markets accounted for 66% of global category volume sales. Additionally, these three markets were the only three to see volumes exceed six million litres in each during 2013. There are, however, signs that this is starting to change, with English Gin gaining popularity in a number of underdeveloped Western European markets.
Within the three core markets, there has been a well-established trend towards the rising popularity of super-premium and premium gins. This has not led to huge growth in the category in these markets, but rather a switch in emphasis away from standard and economy brands, such as Gordon’s and Larios, to more upmarket ones, such as Hendrick’s and Bombay Sapphire.