William Grant & Sons hope to ‘break mould’ of G&T

By Emily Hawkins contact

- Last updated on GMT

Breaking conventions: William Grant & Sons wants to market Verano as an accessible gin
Breaking conventions: William Grant & Sons wants to market Verano as an accessible gin

Related tags: William grant, Gin

Scottish spirits giant William Grant & Sons hopes a new marketing push will see its fruit-flavoured gin reach pubgoers who have traditionally avoided the juniper drink.

A summer campaign will see the Verano brand communicated as a premium, yet accessible, gin that is suitable for any social occasion.

The aim of the drive is to challenge drinkers’ expectations of the gin category and offer them a spirit that can go with any mixer, not just the classic tonic combination.

Marketing material will focus on the Spanish influence on the product’s flavour variations of lemon and watermelon, and reach consumers through out-of-home advertising, social media and PoS.

William Grant & Sons’ Verano distiller Kayleigh Johnson said: “We’re on a mission to transform the gin category by appealing to people who are either gin dabblers or who have never tried the spirit before.”

Suitable with any mixer

Johnson continued: “The idea of having a gin and tonic is so rigid, but we’re actively breaking this mould by making Verano perfect for sharing across any occasion with any mixer.”

Jason Nicholas, managing partner at Space, the creative agency behind the campaign, added: “Our chief objective was to create a visually impactful launch campaign that supported Verano’s position as a colourful and accessible gin.

“We believe this work will cut through a crowded market of gin brands and position Verano as a gin that breaks away from category conventions.”

According to the Wine & Spirit Trade Association (WSTA), the value of the UK’s flavoured gin market increased by a staggering 751% in 2018.

Verano gin is currently stocked in Stonegate venues, including Slug & Lettuce, and became available to buy in supermarkets last week.

It follows news that the spirits maker debuted an ultra-low alcohol spirit​, at 0.5% ABV.

Its Atopia range features two flavours of Spiced Citrus and Wild Blossom, for drinkers seeking to moderate their drinking.

Related topics: Spirits & Cocktails

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