New packaging for Pinkster gin which underlines the brand’s fresh fruit credentials has been unveiled as the pink gin sub-category “explodes”.
The first label change since the company launched in 2013, the new-look branding sports the shortened tagline, ‘Made with real raspberries’.
The revamped labelling is being rolled out across 70cl, 35cl and 5cl bottle formats, backed by a new marketing campaign.
‘The Dos and Don’ts of Pink Gin’, which features the strapline ‘Real raspberries. It’s a Pinkster thing’, will run across advertising, digital and point of sale, including gin mats and neck tags; the first ad in the campaign depicts rows of raspberry bushes as the production lines and bumble bees as workers.
Will Holt, co-founder of Pinkster, said the new brand identity is designed to champion the gin’s fresh fruit content.
“Five years ago, the industry said we were ‘bonkers’ to make gin with wet fruit,” he said.
“Thank heavens we stood our ground, as it’s this commitment to fresh fruit that clearly marks us out from our peers. Real raspberries are our USP and this is now reflected more vigorously through both our packaging and advertising.”
Holt said the six-figure investment comes as the pink gin sub-category continues to grow.
“As a pink pioneer, the recent investment from Beefeater and Gordon’s promoting pink gin as a sub-category is music to our ears,” he added.
“With so many new entrants, there’s now something to suit all tastes, literally. This gives the trade no shortage of choice to meet escalating consumer demand.
“We’ve long encouraged people to focus on the flavour and the colour. Drink pink because it tastes good, not just because it looks ‘Instagrammable’ in the glass.
“Our gentle, smooth and delicate flavour comes solely from our reliance on fresh fruit. No point in beating around the bush on this.”