Ginmeister-owned British spirits brand Pinkster has invested a six-figure sum to update its pink gin packaging and start a new creative campaign.
In the first label change since the company launched in 2013, a shortened tagline ‘made with real raspberries’ is being rolled out across its 70cl, 35cl and 5cl range of pink gin bottles.
The Cambridge-based brand, which earlier this year launched a raspberry spirit made from a by-product raspberry-infused gin, has introduced a new creative campaign under the banner ‘the dos and don’ts of pink gin’.
Will Holt, co-founder of Pinkster, said: “Five years ago, the industry said we were bonkers to make gin with wet fruit. Thank heavens we stood our ground, as its 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.
“We’re making a virtue of the fact that we’re a seasonal product which can only be produced during the summer cropping months.”
‘The dos and don’ts of pink gin’ imagery – alongside the strapline ‘real raspberries. It’s a Pinkster thing’ – will be introduced across advertising, digital and point of sale, including gin mats and neck tags.
The first advert depicts rows of raspberry bushes as the production lines and bumble bees as workers.
Holt added: “As a pink pioneer, the recent investment from Beefeater and Gordon’s promoting pink gin as a sub-category is music to our ears.
“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.”
As part of its commitment to sustainability, Pinkster minimises waste by recycling the leftover gin-soaked raspberries as three natural by-products.
The brand also launched a 3 litre bag-in-box format earlier this year, aimed at summer occasions.
The pink gin trend continues to grow with other recent launches from Gordon’s, Bosford Rose and Hoxton Spirits.
© FoodBev Media Ltd 2019
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