Strong Consumer Demand and Global Consistency Holds Brand at Number One Position
HAMILTON, Bermuda, Monday, November 22nd 2010 [ME NewsWire]:
(BUSINESS WIRE)--Bombay Sapphire gin, the fastest growing of the major premium gin brands, is the world’s number one premium gin by value for a second consecutive year. Bombay Sapphire has increased its share by value within the premium gin category from an impressive 31.7 percent to an even more remarkable 32.7 percent, as reported by IWSR (International Wine and Spirit Record), for the 12 months to the end of December 2009.
Bombay Sapphire gin has achieved a consistently strong rate of growth in value over the last five years, and this has continued to improve in 2009 with a compound annual growth rate of 12.0 percent, according to IWSR. Even in the current economic climate, when many other spirit brands are promoting on price, Bombay Sapphire has proven its enduring and growing appeal as consumers continue to pay a premium price for the iconic gin brand in the striking blue bottle.
“We are thrilled to see Bombay Sapphire continue to drive volume and value growth in the premium gin category. Over the past 12 months we have continued to raise consumer awareness of Bombay Sapphire, through an innovative global advertising campaign and imaginative brand experiences. We have been consistently and carefully nurturing the brand, building Bombay Sapphire into one of the most successful spirit brands in the world,” said John Burke, Global Gin Category Director for Bacardi.
Bombay Sapphire has nearly tripled in size in the 11 years since it was acquired into the Bacardi Limited portfolio. The rate of growth under Bacardi ownership underlines the company’s global reach and consumer-focused marketing expertise.
Bombay Sapphire has always taken an innovative approach to gin making — one of the secrets to its success. It is based on a 1761 recipe created by pioneering English distiller Thomas Dakin. Dakin's recipe and advanced distilling methods signaled a new era of quality for gin. In fact, Bombay Sapphire continues to be made using a Carterhead still purchased by the Dakin family in 1831.
Bombay Sapphire was the first premium gin to showcase the importance of botanicals, which are hand-selected from exotic locations around the world. These botanicals, along with the brand’s signature Vapour Infusion process, create the tantalizing, smooth and complex taste of Bombay Sapphire.
“Bombay Sapphire has redefined what discerning consumers expect from a gin,” added John Burke. “As gin value continues to grow within the Premium White Spirits Category, Bombay Sapphire strives to set itself apart from other premium gins on the market and to continue engaging consumers. The imaginative, yet authentic distillation process and careful selection of botanicals results in the distinctive taste of a quality spirit which keeps them coming back.”
Source data: IWSR 2009
Why is Bombay Sapphire gin so special?
Based on a secret recipe from 1761, created by gentlemen distiller Thomas Dakin, the premium quality of Bombay Sapphire gin is created by perfectly balancing a unique combination of the finest botanical ingredients sourced from around the world. Unlike many other gins, which boil their botanicals directly in the spirit to achieve their taste, Bombay Sapphire places the 10 hand-selected exotic botanicals into a perforated copper basket housed away from the direct heat of the still. A 100% neutral grain spirit is heated in the still until it turns to vapour which then moves up through the still column and into the perforated copper basket. Here the vapour is delicately infused with the aromatic flavours of the 10 botanicals in a process called Vapour Infusion. The combination of the 10 botanicals and the delicate Vapour Infusion process, results in the tantalizing, smooth and complex taste that is Bombay Sapphire. www.bombaysapphire.com
About Bacardi Limited
Bacardi Limited is the largest privately held spirits company in the world and produces and markets a variety of internationally-recognized spirits and wines. The Bacardi Limited brand portfolio consists of more than 200 brands and labels, including some of the world’s favorite and best-known products: BACARDI® rum, the world’s favorite premium rum and world’s most awarded rum; GREY GOOSE® vodka, the world-leader in super premium vodka; DEWAR’S® Scotch whisky, the top-selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top valued and fastest-growing premium gin in the world; MARTINI® vermouth, the world-leader in vermouth; CAZADORES® blue agave tequila, the top selling premium tequila in the world; and other leading brands. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. www.bacardilimited.com.
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For media enquiries, please contact:
Treehouse PR
Laura Portch, +44 (0)20 7224 0994
laura@treehousepr.co.uk
For Bacardi
Amy Federman or Patricia M. Neal, 441-294-1110
amy.federman@bm.com
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