Summary
The gin craze shows no sign of slowing down. With more and more pink gins on the market, Pinkster continues to capitalise on burgeoning consumer demand by championing its pioneer credentials and fresh fruit USP.
Status Update
- The nine months to 31st December 2018 saw a raft of brand innovations and positive news for Pinkster.
- Sales via distributors and wholesalers continue to account for the bulk of Pinkster’s revenues. It is now listed by all the key regional and national players who are ensuring much increased visibility in on-trade outlets across the country.
- Sales through Matthew Clark alone, the UK’s leading wholesaler, have trebled over twelve months.
- In the UK, direct wins include Marston’s (360 venues), EI Group (30 venues), Jurys Inns (36 city centre hotels) and a prominent travel retail wholesaler.
- In Australia, Pinkster has just won a big listing with Coles, a major national retailer who are stocking it in 350 of their outlets across the country. Their initial order of 5 pallets (over 3,000 bottles) is hopefully a sign of things to come.
- With this strong progress, Pinkster will add £1m to the top line for 2018-19 (representing growth of 52% year on year). FY sales are expected to fall short of the £3.5m originally forecast due to pipeline discussions with significant trade accounts taking longer than planned and the challenging trading conditions across the industry in January.
- Costs to date have exceeded budget due to additional investment being made into event marketing and a series of pop-up shops opened across the country in Debenhams department stores.
- In other developments, brand partnerships include teaming up with Buttermilk Confectionary to launch a Pink Gin Fudge currently listed by all 353 branches of Waitrose, and an Interflora collaboration with 70cl bottles being sold alongside a themed bouquet.
- Three new gift sets were launched ahead of the festive period showcasing miniatures, half bottles, and branded glasses - these offered shoppers a range of elegantly packaged options. The sets also allow Pinkster to fully capitalise on other gifting calendar hooks, such as Valentine’s Day and Mother’s Day.
- Pinkster’s new creative, ’The Do’s and Don’ts of Pink Gin,’ reinforces the fact that Pinkster is a seasonal product which can only be produced during the summer months.