Pink pioneers get their ‘hands dirty’ with new raspberry gin

By Alice Leader contact

- Last updated on GMT

Raspberry ripple: new flavour uses home-grown botanicals
Raspberry ripple: new flavour uses home-grown botanicals

Related tags: Gin

Gin distiller Warner’s is shaking up the ‘Pink Gin War’ by throwing raspberries into the mix with its new campaign this month.

The pink pioneer has launched its Through The Line campaign to educate consumers on its the gin company’s all-natural credentials and boost sales for its rhubarb, and now, raspberry gin.

Founder Tom Warner said: “Adding another potential rock star to our portfolio through our Raspberry Gin has given us another incredible opportunity to share our farm-grown flavours with the world.

“Seeing the impact of what we’re doing makes it all worthwhile.

“We make gin the authentic way: we're gin farmers. It’s not just about creating an extraordinary liquid for us. It’s about bringing people together.”

Dialling it up

Warner’s will invest more than £350,000 in the drive, including increasing its social media and digital spend, with boosted content and retailer-focused support via Facebook and Instagram.

He continued: “This Through The Line (TTL) campaign isn’t just about our fantastic new grocery listings – it’s also our way of thanking and driving custom to those customers who’ve supported us from the start.”

Warner’s craft gins are distilled in small batches in a 200-year-old barn on Falls Farm in Northamptonshire, where they grow many of their own botanicals. Every bottle is crafted using water drawn from its own spring, then hand-labelled and wax-dipped.

Warner continued: “One of the things we do differently, is our belief that craft is graft. We’re pioneers and we get our hands dirty. Everything we do is real.

“Similar to our Rhubarb Gin, one third of every bottle of our raspberry gin is pure raspberry and blackberry juice and has hand-picked elderflowers from our Falls Farm hedgerows.”

For charity

As part of launching Warner’s Raspberry Gin, it has partnered with the People’s Trust for Endangered Species charity.

Warner will donate 25p per bottle sold to support hedgerow habitats in Britain, with the aim of safeguarding up to 130 conservation priority species that rely on hedgerows for food and shelter.

Warner continued: “Consumers love that we’re doing things differently, in an honest, authentic way – that’s why we’re the number one super-premium flavoured gin in the UK at the moment (CGA).”

Warner's Raspberry Gin and Warner’s Rhubarb Gin has RRPs of £36.00, 40% ABV and come in 70cl bottles Raspberry is also available across Greene King, London Cocktail Club and Young’s outlets.

Related topics: Spirits & Cocktails

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