‘Demand for Britishness’ doubles Franklin & Sons sales

Global Brands has reported a 118% sales increase for its Franklin & Sons tonic water brand thanks to a “real demand for ‘Britishness’” in export markets.

According to company data, total value sales of the Franklin & Sons range increased by 118% in the 12 months until the end of June 2018, while volume sales for the same period grew by 122%.

In the same period, export sales increased by 91% for the tonic water brand, which is now available in 51 international markets.

Steve Perez, chairman at Global Brands, said: “Similar to the demand for gin, premiumisation and provenance are playing a huge role in driving sales of Franklin & Sons.

“People don’t want fake flavours and are more discerning about what they mix their gins with. They prefer quality drinks with natural ingredients and are willing to pay more for these.

“Internationally, we’re experiencing a real demand for ‘Britishness’ and are seeing this open new markets for us, including Germany, Australia, Korea and South Africa. People want the full British experience when making their G&Ts and to enhance the taste of their craft British gin by mixing it with an equally premium quality British tonic.”

Franklin & Sons was relaunched by Global Brands in 2015. Since then, the brand has released a range of tonic waters “centred on discovery and experimentation”and partnered with a number of gin brands to create a range of canned G&Ts.

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Author: Owen Bellwood {authorlink}