Gin was once notorious as ‘mother’s ruin’, but it is fair to say that since legislation was relaxed to allow small gin distilleries, there has been an undeniable boom in craft gin and it’s popularity has rocketed. We may not be back to the halcyon days of gin in the 1700’s when we were consuming 10 litres of gin per head, but we’re not doing badly! In fact Kantar World Panel reported that “Gin is officially the nation’s favourite spirit (having overtaken whisky) – over a quarter of the population have purchased Gin (including flavoured/gin liqueurs) in the last 12 months, up from just over 10% 4 years ago. Gin brands have also really succeeded in connecting with younger consumers: 4 years ago, 43% of 18-24s told us that they drink gin, it’s now 55%.”.
We’ve rounded up what we feel are the top ten key considerations for brands to ensure they continue to be aligned with today’s consumer. Take as may of these as you can into consideration when planning your forthcoming food marketing.
Helping challenger brands to explode onto the market
A prestigious food and drink award, particularly one that is voted for independently by consumers and or industry professionals has the power to help a challenger brand explode onto the market and unlock huge sales growth.
If you didn’t happen to be one of the 81 million pairs of eyes that saw our fantastically tongue-in-cheek integrated Food PR & Social Media campaign for family-run Surrey sausage manufacturer, Porky Whites, then perhaps ‘the SAUSIES’ is a new term to you…