{"id":38065,"date":"2021-05-25T16:02:09","date_gmt":"2021-05-25T15:02:09","guid":{"rendered":"\/blog\/post\/not-another-one-how-can-gin-brands-stand-out\/"},"modified":"2021-05-27T11:38:51","modified_gmt":"2021-05-27T10:38:51","slug":"not-another-one-how-can-gin-brands-stand-out","status":"publish","type":"post","link":"https:\/\/www.masterofmalt.com\/blog\/post\/not-another-one-how-can-gin-brands-stand-out\/","title":{"rendered":"Not another one! How can gin brands stand out?"},"content":{"rendered":"

There\u2019s a lot of gin out there. A hell of a lot. So, how can gin brands stand out in such a crowded market place? Lucy Britner meets three British brands doing things a bit differently.<\/b><\/p>\n

If someone were to illustrate \u2018Gin Lane\u2019 now, the sign would be on a decorative metal plaque and it would read \u2018Gin O\u2019Clock!\u2019 or, even worse, \u2018Let the fun be-GIN\u2019. The juniper spirit has captured the hearts, minds and gift shop owners of the nation, and barely a week goes by when a new gin or a new expression isn\u2019t released.\u00a0<\/span><\/p>\n

Once upon a time, Hendrick\u2019s<\/a> dined out on \u2018unusual botanicals\u2019. Now, rose and cucumber seem relatively usual in comparison with some of the bonkers concoctions that are on the market today. (Hi, Unicorn Tears<\/a>! Though shame on you for making unicorns cry.)<\/span><\/p>\n

And there are so many of them.\u00a0<\/span>In fact, according to booze trade group the Wine & Spirit Trade Association (WSTA), combined sales of gin and flavoured gin in shops, supermarkets and online went up 22% in value in 2020, breaking the billion-pound mark for the first time, worth \u00a31.2 billion and totalling 75 million bottles.<\/span><\/p>\n

That\u2019s a lot of gin<\/a>. The question is: how can gin brands stand out in such a crowded market place? Especially the ones that don\u2019t have giant drinks companies with their hefty marketing budgets behind them.<\/span><\/p>\n

\"Rachel

No gimmicks, it’s Rachel Hicks from Skywave Gin<\/p><\/div>\n

Get to know your customers<\/h5>\n

\u201cSky Wave Gin<\/a>, based in Oxfordshire, differentiates itself in a variety of ways, which aren\u2019t\u00a0<\/span>always immediately obvious,\u201d says Rachel Hicks, partner and distiller. \u201cThere\u2019s no huge marketing budget to flash the brand in consumers\u2019 faces, but firmly and consistently we promote our beliefs in craft, quality and originality.\u201d<\/span><\/p>\n

Simon Pettit, the brand\u2019s business development manager, delves deep into the analytics, highlighting the impact of different social media platforms on reaching the Sky Wave drinker:\u00a0<\/span>\u201cWe have just started a Facebook campaign to target the over-40s, without generalising, as initially we were finding the Instagram and Twitter stuff was just getting re-shared and not generating click-throughs.\u201d This is combined with more traditional marketing campaigns in publications including\u00a0Cotswold Life<\/em>, and the Chilterns Society’s magazine, as well as events like the Artisan Food Market at nearby Waddesdon Manor.<\/span><\/p>\n

He says the aim is to form a deeper customer relationship. \u201cWe still reckon the ‘old school’ approach has merit when coupled with engagement on Facebook. We\u2019re already seeing small indications of a better level of interest.\u201d Hicks added: “<\/span>We are very\u00a0happy\u00a0targeting the ‘older drinker’ and not chase the younger market”.<\/p>\n

No gimmicks<\/strong><\/h5>\n

As the old saying goes, \u2018fish where the fish are\u2019. Indeed Hicks adds that Sky Wave consumers already \u201cknow and love\u201d gin and they are not interested in gimmicks.\u00a0<\/span>\u201cWe\u2019ve paired our premium gins with a classic, timeless brand image of clean, simple lines which appeals to our target age range of 35-55 years old,\u201d she continued.<\/span><\/p>\n

There\u2019s also another draw: the distillery. The venue is at Bicester Heritage, a former RAF site and now the home of historic motoring, which again is a good fit for Sky Wave customers. \u201cYou may pop in for a bottle of Navy Strength and spot a 1934 Bugatti driving past or a World War II Tiger Moth landing on the airfield next to us,\u201d says Hicks.<\/span><\/p>\n

Elsewhere, she says quality comes before short-term profit. \u201cWe\u2019ve always been more concerned with the quality of our gin than how much profit there is to be made,\u201d she adds. \u201cFor example the majority of our gins are created at 42% ABV or above to achieve the flavour profile we want.\u201d To be legally called a spirit, gin must be at least 37.5% ABV, but duty is paid based on the percentage of pure alcohol per litre. Therefore, it\u2019s cheaper to make a lower ABV gin than a higher one.<\/span><\/p>\n

\"Off

Off Piste Gin, on-trend branding<\/p><\/div>\n

Going off piste<\/b><\/h5>\n

From historic motoring to ski slopes and Off Piste\u2019s gin<\/a> has its very own USP. The brand, which has been around since 2020, is Off Piste Wines\u2019 first foray into spirits.<\/span><\/p>\n

Brand ambassador Helen Chesshire says the aim is not simply about appealing to skiers or snowboarders but to a wider demographic who enjoy a bracing walk in the countryside and who are discovering new adventures. \u201cOur customers may well be adventurous types but they also know gin well,\u201d she says. \u201cWe had a lot of messages and comments from people over the past year who told us they were buying the gin for themselves or a loved one who was missing the mountains.\u201d<\/span><\/p>\n

She describes Off Piste drinkers as a mix of discoverers and adventurers. She says the gin appeals to an \u201colder generation of hedonists – 50+ original Glastonbury goers – and younger gin drinkers looking to discover new brands\u201d.<\/span><\/p>\n

When it comes to engaging fans, Chesshire says the brand will appear at The National Snow Show later this year, with plans to meet a wider community. The brand also had a sponsorship deal with Winter Olympian Chemmy Alcott.<\/span><\/p>\n

\u201cWith all new gins or indeed other spirits, there needs to be a hand-sell,\u201d Chesshire explains,\u00a0<\/span>describing \u201cengagement and loyalty\u201d as well as hearing feedback from drinkers to help \u201cunderstand how we could expand on our cocktail serves and our future plans for brand growth\u201d.<\/span><\/p>\n

The taste, too, she describes as \u2018bracing\u2019, with the delicate herbaceous and floral notes that you might expect from an Alpine-inspired gin.<\/span><\/p>\n

\"Darnley's

Darnley’s Gin & Tonic, very nice<\/p><\/div>\n

Cottage industry<\/b><\/h5>\n

In Scotland, Darnley\u2019s<\/a> is a veteran of the modern gin movement, having set up shop in 2010. Director William Wemyss<\/a> says it started \u201cbefore the gin craze really took off\u201d.<\/span><\/p>\n

The great thing about having a bit of time under your belt is that you can also get a real handle on who your drinkers are.<\/span><\/p>\n

\u201cOur target demographic is 25-45 female gin drinkers who also have an interest in other lifestyle categories such as food, entertainment and gardening,\u201d Wemyss says. \u201cWe know this because of the data that comes through our website tracking with Google analytics.\u201d<\/span><\/p>\n

He says that provenance across food and drink is becoming even more important to consumers, and within gin, that means touting natural botanicals and, as far as possible, local ones.<\/span><\/p>\n

The brand includes a limited edition \u2018Cottage Series\u2019, which is inspired by botanicals local to the cottage that houses the Darnley\u2019s distillery. The most recent release is Smoke & Zest, which features Fife-grown barley smoked over pine wood chips, and rowanberry that grows around the distillery. Wemyss also hints at a brand new release, though he\u2019s keeping it under wraps until World Gin Day (12 June). Watch this space.<\/span><\/p>\n

These three brands have carved their own niche – and they know who their drinkers are. That\u2019s surely a great way to remain relevant in a crowded marketplace.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s a lot of gin out there. A hell of a lot. So, how can gin brands stand out in such a crowded market place? Lucy Britner meets three British…<\/p>\n","protected":false},"author":40,"featured_media":38069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[893],"tags":[715],"yoast_head":"\nNot another one! How can gin brands stand out? | Master of Malt blog<\/title>\n<meta name=\"description\" content=\"There\u2019s a lot of gin out there. A hell of a lot. 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So, how can gin brands differentiate themselves in such a crowded market place, asks Lucy Britner","featured_image_url":"https:\/\/www.masterofmalt.com\/blog\/wp-content\/uploads\/2021\/05\/Fathers-Day-2.jpg","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/posts\/38065"}],"collection":[{"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/comments?post=38065"}],"version-history":[{"count":7,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/posts\/38065\/revisions"}],"predecessor-version":[{"id":38104,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/posts\/38065\/revisions\/38104"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/media\/38069"}],"wp:attachment":[{"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/media?parent=38065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/categories?post=38065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.masterofmalt.com\/blog\/wp-json\/wp\/v2\/tags?post=38065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}