Edinburgh Gin has committed to a £250,000 summer campaign to ‘hero’ its portfolio of London Dry and fruit-infused full-strength gins.
Already the fastest-growing London Dry within the Scottish on trade, the brand’s new marketing push aims to attract even more gin fans towards on and off trade purchases, using a combination of PR, trade advocacy, out-of-home and digital advertising.
Having pioneered the use of flavour in the gin category, the brand’s campaign will seek to ‘tell tales of wonder through taste’, with each product conveying a distinctive story that delves into the worlds portrayed by each flavour profile.
The brand’s staple London Dry, Edinburgh Gin Classic, focuses on quintessential elements of its home city – ‘rain-kissed cobbles on narrow, winding streets’ – while Seaside, with its coastal botanicals, nods to the crisp breeze and golden sands of Scotland’s east coast.
This ‘Tales of Wonder, Told through Taste’ platform is now being extended to Edinburgh Gin’s full strength flavoured products, Rhubarb & Ginger, and Raspberry.
The campaign will feature on some eye-catching out-of-home sites, including the double-sided M8 Tower, and the Edinburgh Arch en route to and from the capital’s airport.
UK managing director at Ian Macleod Distillers, Neil Boyd, said: “The Edinburgh Gin range aims to transport our drinkers, with each flavour and serve taking you somewhere different. This summer campaign articulates some of those journeys with the ultimate goal of driving footfall in the Scottish on and off trade.
“With more than £15m in value sales across both trade channels, we’re excited to re-invest in Scotland’s buoyant hospitality sector as summer rolls around.”
Supporting the advertising campaign, Edinburgh Gin is working with bartenders from leading Scottish on trade accounts to develop limited-edition summer serves that encourage trial and exploration of each gin.