UK retailer Waitrose has doubled the order for its new ‘Heston from Waitrose Citrus Sherbert Lazy Gin’, just weeks after the product launched.
The popular gin, made in collaboration with celebrity chef Heston Blumenthal, has sold out online, with over an average month’s worth of stock clearing out in one day, according to the retailer.
The beverage is on sale at a price of £24.99/70cl.
According to Waitrose, the ‘Heston effect’ struck again with this new gin. In 2010, the retailer sold out of the chef’s ‘Hidden Orange Christmas Pudding’, with waiting lists in-store and sales of the dessert even showing up on eBay.
Last year, the retailer teamed up with Blumenthal to produce a Banana and Bacon Trifle for Christmas.
Unusual Botanicals
The gin is packed with citrus flavours and unusual botanicals including lemon verbena, basil and Persian lime, with no need for garnish, according to the retailer.
Waitrose has advertised it as ideal for making an easy gin and tonic, by adding only some tonic water and ice. Blumenthal himself recommends that the drink be served with Mediterranean tonic water, ice and no slice, according to Waitrose.
Gin Revival
“Gin is the most popular spirit at Waitrose and so we knew this new addition would be a hit, but sales have surpassed all expectations,” said Jamie Matthewson, Waitrose buying manager.
“This gin is made in the UK and we've ordered in more bottles which will be arriving back on shelves soon.”
Waitrose has been riding the wave of the UK's gin boom in recent months. It said that sales of gin in its stores have increased by over 20% in the past year, overtaking sales of all other spirits.
In August, the retailer released a limited-edition gin developed by one of its customers, which was christened Espirit d’Été Gin.
London in particular has been the powerhouse of the gin revival, boasting 24 distilleries, one-fifth of the total number in England, according to the UK Wine and Spirit Trade Association.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
