A mixed methods study to advance an understanding of the place of provenance in Scottish craft gin's recent rise in popularity
Abstract
Sales of gin in the UK have doubled in the last six years. In 2017 gin was named as British
consumers’ favourite spirit for the first time and 25 new gins were created in Scotland, bringing
the number of Scottish gins up to 53. While many recent articles in the trade and popular press
regularly cite the role of provenance as key to craft gin's popularity, others have questioned its
actual provenance credentials. The purpose of this dissertation is to advance an understanding
of the place of provenance in Scottish craft gin's recent rise in popularity. In the absence of
academic research in this key category in Scotland's food and drink portfolio, such a study is
important to provide a current understanding of the reasons for Scottish craft gin's popularity
and considerations for the future. The research approach of this dissertation is firstly an
extensive study of relevant literature. The literature review provides a historical background on
gin in Scotland then considers definitions of provenance and identified themes related to
provenance in other food and drink categories which provide a basis for the practical research.
Secondly, practical research in the form of content analysis focusses on how the gin producer
draws on provenance in their selling story and subsequently how the consumer interprets
provenance elements of the selling story in their purchase decision, through a consumer
survey. Key findings of the research were that provenance plays an increasingly important role
with consumers as they place more importance on where their food comes from, buying local
and supporting craft producers. Scottish craft gin producers studied place a huge emphasis on
provenance themes and associations on their labels; Scottish gin consumers’ interpretation of
provenance themes used is very much in accord with those of producers and is key in their
purchasing decision. This dissertation gives recommendations to gin producers and the gin
industry to protect their product’s provenance credentials and consumers’ confidence in them.