Bombay Sapphire has emerged as the number one gin in travel retail by both volume and value, according to the latest data from The IWSR (International Wine and Spirit Research).
In 2011, sales of Bombay Sapphire reportedly grew by over +9% in both volume and value, increasing its share of the gin category to more than 32% in volume and 39% in value.
Coming in at number two in the IWSR ranking is Diageo’s Gordon’s Gin. Beefeater Gin (Pernod Ricard), Tanqueray (Diageo) and Hendrick’s Gin (William Grant & Sons) are ranked third, fourth and fifth respectively.
“From the moment Bombay Sapphire gin was launched 25 years ago, global travel retail has been an essential channel for reaching a discerning audience who appreciate premium quality spirits and are eager to explore new taste experiences,” says Bacardi Global Travel Retail Senior Brand Manager Richard Cuthbert.
“Bombay Sapphire is unlike any other gin and its striking, blue glass bottle has always said just that by setting it apart from all other spirits in airport stores.”
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Some of Bombay Sapphire’s key launches include (clockwise from top left): Bombay Sapphire Revelation, the US$200,000 decanter created through a collaboration with jeweller Garrard, crystal maker Baccarat and designer Karim Rashid; the Bombay Sapphire limited edition decanter celebrating the 250th anniversary of the recipe on which the gin is based; Bombay Sapphire Collins; and the new Bombay Sapphire East |
Based on a secret 1761 recipe, Bombay Sapphire claims to be the first premium gin to showcase the importance of botanicals, hand-selected from exotic locations around the world. These botanicals, along with the brand’s signature “˜vapour infusion’ process, give Bombay Sapphire its smooth and complex taste, according to Bacardi.
Likening the journey taken by Bombay Sapphire over the last 25 years to that of global travel retail, Bacardi noted that both have pushed the boundaries of quality and service, pioneered industry firsts and embraced the latest technology.
Bombay Sapphire has created experiences for consumers which include brand innovations, airport launches and a large-scale sampling programme.
The most recent launches have included Bombay Sapphire East, an exotic new gin paying homage to the flavours of Asia; the Blue Room by Bombay Sapphire iPad app designed to entertain and inform travellers; and the “˜Imagination Installation’, a one-of-a-kind artwork at Amsterdam Schiphol Airport. In addition to these initiatives, the ongoing Bombay Sapphire Collins campaign is proving to be a “highly successful” footfall driver and to date has introduced more than one million consumers to the cocktail, Bacardi said.
“This is a landmark occasion in the history of Bombay Sapphire,” added Cuthbert. “Since its launch, Bombay Sapphire has revolutionised the gin category and travel retail has played an invaluable role in establishing Bombay Sapphire as the global spirits icon that it is today.”
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Bombay Sapphire ventures into the world of art with a 4.5m-long Bombay Sapphire inspired Swarovski chandelier (top) designed by Yves Béhar and installed at JFK Airport; and the “˜Imagination Installation’ (above), a 6m-long artwork which premiered at Schiphol Airport |
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