With premium gin growing at 10 times the rate of non-premium Gin, Tanqueray now comes in smaller cases to help retailers tap into the trend.

  • 20% – convenience spirits shoppers say smaller pack formats are the most important factor when selecting products.

Already available in cases of 12, retailers can now stock up on 35cl bottles of Tanqueray London Dry Gin in cases of six, reducing cash outlay.

Louise McKerrow, marketing director for gins at Diageo, said over the past year there has been a resurgence towards gin.

“To further maximise profits, retailer should position appropriate mixers and accompaniments nearby. Consider positioning tonic water or limes nearby to spark interest from shoppers.”