Paul Cheema, co-owner of Malcolm’s Nisa stores in Coventry, has just created a gin shop concept within his Elm Tree Avenue store.

After putting “The Gin Shop at Malcolm’s” into place just two weeks ago, Paul says sales are fantastic and the store’s already become a destination for gin.

Paul explains how he created the concept: ”I worked with Global Brands and my old friends at HIM to turn my premium wine selection into a premium gin selection, along with all the mixers, glassware, garnishes, and recipe cards.

“It’s been a very interesting experience. Global Brands has taught us how to make the perfect drinks so we now have the knowledge to pass to customers. I wasn’t a G&T drinker before this work but I am now!

“We have the full range from your standard Gordon’s to a £50 bottle of gin. Some top selling brands are Loan Wolf and The East India Company. Altogether we have 108 skus and within that we have some that we are constantly swapping in and out.

“We decided to move the premium wine selection to a different, smaller, area in the shop. Sales of these weren’t slowing but we decided that gin was a much trendier way to go and it offers larger basket spends. A premium basket of wine will bring in £20 while a premium bottle of gin will be £50 so it makes sense to give this the space.”

Successful NPD:

”We’ve just started selling the new dual-flavoured Franklin & Sons tonic and they are really popular.” 

Premium tonic, mixer and soft drinks brand Franklin & Sons is launching four dual-flavoured tonic waters that make up the brand’s new Epicurean Collection.

Available now, the range (rrp £1.09 per 200ml bottle) includes Rosemary & Black Olive, Pink Grapefruit & Bergamot, Rhubarb & Hibiscus, Elderflower & Cucumber variants and can be paired with gin and other spirits.