Yorkshire gin distillery sees lockdown sales jump 380%

A Yorkshire gin distillery has announced a 380 per cent increase in sales since the UK lockdown began.

Divine Gin, based in Holmfirth, has said that its online sales have increased as the popularity of virtual cocktail making events has grown.

The company, which was established in 2014, said sales of their London Dry and raspberry flavour gins have particularly risen in the past month.

Ray Woolhead, co-founder, commented: “Engaging with virtual events such as the Prosecco and Gin Virtual Festival and the Mint Cocktail Company’s community cocktail masterclass has helped us really drive brand awareness while we’re in lockdown.

“For example, we’ve partnered with the team at the Mint Cocktail Company to create an online masterclass which encourages people attending the session to buy cocktail ingredients, including our raspberry gin, to follow along with the masterclass in their own home.”

“It’s also a great way to educate current and potential customers who never usually know exactly who makes the gin they’re drinking, let alone interact with them face to face.”

“This has really helped boost our online sales at a time when our on-trade sales have slowed because bars and restaurants are closed.”

Rachel Woolhead, also co-founder, added: “Digital events have really helped boost our online sales at a time when our on-trade sales have slowed because bars and restaurants are closed.

“We are always looking to partner with other brands and industry members and the online live events seem to work really well with live questions and answers.

“The content remains online for customers to refer back to at any time meaning they can always get their gin fix.”

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