How gin climbs the alcohol consumption charts in bars and restaurants
Analysts Cga by Niq: spirits are more in demand than rum and whisky and are only surpassed by aperitif liqueurs and bitters. Its consumption is also increasing in convivial and relaxing moments
3' min read
3' min read
The gin does not stop climbing the charts of the most popular alcoholic beverages in Italy (and not only), according to analysts at Cga by Niq (Nielsen) it has a potential that could lead it to excel in the out-of-home market thanks to the drink's "significant growth possibilities if combined with the strategic action of producers and suppliers towards consumers, channels and consumption occasions".
To date, the gin&tonic occupies one of the highest positions in the ranking of favourite cocktails among Italians, being in fourth place after Aperol Spritz, Mojito and Campari Spritz. "However, in order to gain positions, service innovation is the first step towards an increasingly concrete growth opportunity to enhance the drink and make it more attractive to Italians," say Nielsen. These include, first and foremost, the creation of cocktails that are in line with the Italian restaurant and aperitif culture.
Furthermore, the study shows that 25 per cent of gin consumers consider the recommendations of bartenders when making their choice: bartenders therefore exert a certain influence on the types of drinks ordered, especially in establishments where gin is not traditionally one of the main choices.
At present, gin is chosen in out-of-home consumption by aslightly lower percentage of Italians than the global average - this is 16% compared to 19% - and occupies a higher position in the ranking than other spirits such as rum (14%) and whisky (12%) while it follows, in terms of liking, aperitifs (42%) and Amari (34%).
"Through this analysis, Cga by Niq suggests the growth possibilities of a drink that in Italy has always occupied an interesting position in the market without ever managing to impose itself on the competition. For years gin - underlines Luca Gerosa, sales industry leader at Cga by Niq - has been clashing not only with established and beloved drinks, but also with a typically Italian tradition that prefers quiet and informal meeting situations, which are very different from the environments in which this drink is usually ordered. More and more consumers, however, are choosing it in contexts that differ from the original ones: this means that the fruition trend is changing, and that gin can, also thanks to changes in marketing and partnerships, aspire to occupy an even more attractive place in the Italian market.
