UK convenience group Spar is giving its premium own-label gin range a complete revamp, launching a new sub-brand called The Harmonist and updating packaging to appeal to more discerning spirits shoppers. The move reflects a broader strategy to bring a more premium feel to the brand’s gin selection, tapping into consumer demand for higher-quality, innovative gins.

The first release under the new label is a Rhubarb and Ginger Gin, with an Original London Dry Gin to follow in January. The new bottles are designed to stand out on the shelf, featuring a heavier glass bottle, cork closure instead of a screw cap, and the signature of distiller Louise Haynes to emphasise craft credentials.

The Rhubarb and Ginger Gin is currently being offered at an introductory price of £17 until 4 November, after which it will retail at £20.

Introducing The Harmonist range

The new sub-brand, The Harmonist, has been crafted to evoke the balance and blend of botanicals in each spirit. Spar says the refreshed branding is aimed at meeting changing customer expectations, particularly as shoppers increasingly associate packaging and presentation with quality and taste.

Adam Georgiou, Spar UK’s BWS brand manager, said the decision was driven by the evolution of the gin market and the opportunity to capitalise on a growing share of own-label sales.

“Gin is the most popular white spirit in the UK and as own-label gin now accounts for 21% of the market share, we felt it was the right time to rebrand the Spar premium gin range,” Georgiou said. “We have always had great reviews on the liquid quality in our own-label gins, and the new label, brand name and bottle design bring it all more in line with the market.”

Riding the gin boom with flavoured varieties

Spar’s choice of Rhubarb and Ginger for its first launch under The Harmonist is no accident. The flavour ranks as the third most popular gin variety in the UK, according to IRI data, and has seen strong recent growth. Over the 12 weeks leading up to August 2020, sales of rhubarb and ginger gin rose 18% in value (IRI Supermarkets GB & NI: 52 we 09/08/20).

The blend’s sweet, tangy profile has proven especially popular with consumers looking for something more playful than traditional London Dry Gin, and it sits well within the broader trend of flavoured and infused gins continuing to perform well in retail.

New branding aimed at increasing shelf appeal

The updated packaging plays a key role in positioning Spar’s gins more competitively within the premium spirits category. By moving to heavier glass bottles, a cork finish, and introducing artisan-style branding, the range is better suited to compete with branded gins on shelf and meet the expectations of design-conscious consumers.

Georgiou noted that the rebrand was about “maximising sales for Spar stores” by ensuring the product better reflected the quality inside the bottle and matched the visual standards of today’s gin market.

With more flavours expected to follow and a clear emphasis on design and flavour innovation, The Harmonist range signals Spar’s intent to deepen its presence in the fast-growing gin category, and appeal to customers who want both quality and value from their spirit choices.