Virtual cocktail classes drive lockdown gin sales
The couple behind a Yorkshire-based micro gin distillery has seen their online sales soar as the popularity of virtual cocktail making events during lockdown continues to grow.
Ray and Rachel Woolhead, founders of Divine Gin based in Holmfirth, said sales of their London Dry and raspberry flavour gins increased by almost 380% in April 2020 compared to March.
The couple, who established Divine Gin in 2014, said they have embraced online cocktail making and gin tasting events that have grown increasingly popular since the start of the lockdown.
Ray explained: “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."
Rachel said the company will continue to engage in online events and embrace digital platforms to help drive sales. She 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.”