Why Divine Gin in Holmfirth has seen online sales soar during the lockdown

Ray and Rachel Woolhead, founders of Divine Gin based in Holmfirth, said sales of their London Dry and raspberry flavour gins increased by almost 380 per cent in April compared to March.

The couple, who established Divine Gin in 2014, said they have embraced online cocktail-making and gin-tasting events that have grown increasingly popular since the start of the lockdown.

Mr Woolhead said: “Engaging with virtual events such as the Prosecco and Gin Virtual Festival and the Mint Cocktail Company’s community cocktail masterclass has helped us really drive brand awareness while we’re in lockdown.

“For example, we’ve partnered with the team at the Mint Cocktail Company to create an online masterclass which encourages people attending the session to buy cocktail ingredients, including our raspberry gin, to follow along with the masterclass in their own home.

"It’s also a great way to educate current and potential customers who never usually know exactly who makes the gin they’re drinking, let alone interact with them face to face.

“This has really helped boost online sales when our on-trade sales have slowed because bars and restaurants are closed.”

Mrs Woolhead said the company will continue to engage in online events and embrace digital platforms to help drive sales.

“Digital events have really helped boost our online sales at a time when our on-trade sales have slowed because bars and restaurants are closed,” she added.

Divine Gin was established in 2014 by Rachel and Ray Woolhead, who both previously spent their working lives in the Royal Air Force.

In March, the Holmfirth-based business secured itself a Safe And Local Supplier Accreditation (SALSA).