Brockmans gin has teamed up with industry executive Jean-Philippe (JP) Aucher to spearhead its launch into the travel retail space.

The privately-owned British super premium gin brand views the channel as ‘an important vehicle’ for growing its market share in 2022.

“We see moving into the exciting travel retail channel as a natural progression for the brand, building on our growing international reputation and market penetration,” said Brockmans CEO Guy Lawrence.

“We have ambitious plans to grow our market share in 2022 and beyond, and we see entering travel retail as an important vehicle for achieving that. We are confident that Brockmans’ appearance in airport and cruise retail will be a great help in increasing the recognition of the brand across the world.”

A STRATEGIC NEXT STEP

Jean-Philippe Aucher departed Stoli Group in January after a 12-year spell as Global Travel Retail Director and is now representing a range of spirits brands through his new consultancy JP Global Travel Retail. The company will lead on sales and distribution of Brockmans in the channel.

“The team at Brockmans have excited me with their ambition and vision and I am thrilled to have the opportunity to represent the brand in travel retail,” said Aucher. “This is a brand which has huge growth potential, not least because it is already well-known to a lot of gin consumers around the world.

“The distinctive and classy look of the Brockmans bottle and the great flavour profile of the gin contained inside make it a great product for travel retail. I am looking forward to speaking to contacts old and new about what I think is one of the most exciting alcohol spirits entries into the channel in recent times.”

Lawrence added: “His track record in the industry is an exceptional one, and as a result he is well-known by all the key travel retailers around the world. His input will help give us an exciting new dimension to the brand and a visibility in travel locations which is now central to our strategy going forward.”

INTRODUCING THE GIN

Brockmans’ 70cl is a 40% ABV product housed in an opaque black bottle. Its RRP in the UK domestic market is £34/US$42, although the travel retail price is yet to be set and will vary from market to market.

It is described as an avant-garde twist on the classic English gin that blends traditional gin botanicals such as angelica from Saxony, Bulgarian coriander and juniper berries from Tuscany with those that are more unusual and non-traditional, such as liquorice root, blueberries and blackberries. The result is a smooth gin, which can be enjoyed neat or in a variety of cocktails.

Produced in the UK, Brockmans’ core product is slowly distilled in a 100-year-old copper column still. Prior to its distillation, the recipe of botanicals is steeped in pure grain spirit for up to 24 hours to release their natural oils and aromas, resulting in a complex and distinctive gin.

The brand has made a £25 million investment in marketing to create a global awareness, with key domestic markets including the UK, US, Australia, Italy, Spain, Austria, Switzerland and Germany as well as multiple markets across Latin America and Asia. More than one million bottles of Brockmans gin were sold in domestic markets across 55 countries in 2021.

Trade enquiries can be directed to JP Aucher (+33 6 7711 2106, [email protected]).