What I've Noticed About Gin, Rum & Vodka This Summer.

As summer winds down, we’ve been reflecting on what we’ve seen while taking Fynoderee out across the UK.

From bars and hospitality venues to garden centres, independent retailers, festivals and customers, one thing has become increasingly clear: people haven’t stopped enjoying great spirits, but they are becoming much more selective about what they drink.

That reflects the wider UK market too. Consumers may be drinking less frequently, but quality, flavour and a sense of occasion continue to matter. Gin, rum and vodka also remain at the heart of the UK spirits market.

Gin: still loved, but customers want more

There’s been plenty written about the end of the ‘gin boom’, and there’s no doubt the category has become more challenging.

But from what we’ve seen, gin certainly isn’t dead. Customers are simply looking for a reason to choose one bottle over another.

Provenance, ingredients and story are becoming increasingly important. When people hear about our Manx roots, the botanicals we use and the inspiration behind our spirits, they engage with the product differently.

For us, the lesson is simple: gin still sells, but it needs a reason to exist.

Spiced Rum: a category with room to grow

One of the most encouraging things we’ve noticed this summer has been the response to spiced rum.

It's approachable, versatile and works equally well with a simple mixer, over ice or as part of a cocktail. And as we head into autumn and winter, its richer flavours naturally suit the season.

There also seems to be an appetite for discovery within rum. Customers are increasingly interested in where spirits come from and the story behind them – something we're seeing across both rum and vodka.

Vodka: versatility is its strength

Vodka has been interesting for a different reason.  Cocktails and longer, refreshing serves have remained important throughout the summer, and vodka's versatility makes it perfect for that.

UK bar data also suggests vodka is enjoying renewed interest, accounting for an estimated 17% of spirits volumes across some of the UK's leading cocktail bars.

Our Bumbee Vodka gives us the opportunity to combine that versatility with something increasingly important to drinkers: provenance and personality.

People want discovery, not just another bottle

Perhaps our biggest takeaway from the summer isn't actually about one particular spirit. It's about discovery.

At shows and events we've seen the difference that tasting a product and hearing its story can make. Once someone understands where a spirit comes from and what makes it different, it becomes much more than another bottle on a shelf.

Consumers are also looking for quality over quantity, simple serves they can recreate at home and products that feel a little more special.  That plays directly into what we're trying to achieve at Fynoderee.

We're never going to be the biggest name on the shelf – nor do we want to be.

We want people to discover something different: spirits with a genuine sense of place, a story worth telling and, most importantly, something memorable inside the bottle.

And as summer gives way to autumn, we're excited to see what the next season brings.

Interested in stocking our Autumn Gin or finding out more? Simply fill in your details below and we’ll be in touch.

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