Launching in a new market

Simon is going to discuss his experiences in launching a gin brand in, more recently Brazil and previously in the USA – to share what he has learnt along the way.

Revenue generated by the global gin market is estimated to top more than $10 billion in 2024. While the UK is still arguably the most important gin market, the USA, Spain and Germany have all been consistent contributors to the category’s overall sales success and in more recent years we have seen the rise of many new and emerging gin markets.

So what is happening with gin around the world? What are some of the contributing factors to its growth, what are the challenges and what are the market nuances affecting gin around the world? in 2023 Simon Ford travelled to many of these markets making observations, collecting insights and compiling data to try and make sense of what is going on with gin around the world and what some of the market nuances and obstacles are. Please join him as he reflects on what he has seen and learned on his travels.

About Simon

Simon Ford is considered a leading voice in the global cocktail and bar community with over 25 years experience in bartending, educating on cocktails and spirits, and marketing some of the biggest spirits brands on the planet.

After several years working in the wine industry, Simon moved into the world of spirits, launching Plymouth Gin in several countries around the world. This endeavour earned him two top awards at Tales of the Cocktail’s Spirited Awards.

In 2012 Simon launched Fords Gin, a gin created with Charles Maxwell at Thames Distillers which was awarded best new spirit at the Tales of the Cocktail Spirited Awards in 2013 and received the Chairman’s Trophy for Best in Class Gin at the Ultimate Spirits Challenge.

As co-founder and CEO of The Fords Gin Company, he created the award-winning Fords Gin Officers Reserve, an overproof gin rested in Amontillado Sherry Casks. This gin also went on to win Best New Spirit at the Tales of the Cocktail Spirited Awards in 2019.

Fords Gin was acquired by Brown Forman in July 2019 where Simon is overseeing the marketing and international expansion of Fords Gin.

Between 2022-24 Fords Gin added 18 new international markets and is now available in 23 Countries.

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  • 14th June 2024
  • RSA House, London