As the ‘Pink Gin War’ Gathers Momentum, the Pink Pioneer Gears Up to Educate Consumers on its All-Natural Credentials and Push Sales of Best-Selling Rhubarb – and now New Raspberry
As the UK’s Number 1 Super Premium Flavoured Gin*, Warner’s is investing over £350,000 in a new Through the Line Campaign that will include outdoor, digital, 1,000 on-premise outlets and the off-trade. It will be laser focused on driving awareness and engagement with its new Raspberry Gin, which will give Warner’s a national footprint via Tesco’s for the first time. Warner’s pioneering, market-leading Rhubarb ‘Pink’ Gin will also be highlighted in the campaign as it continues to dominate the fiercely competitive market and expands distribution.
Outdoor will focus on key commuter footfall areas in London and the South East via 48 sheet displays at leading British Rail sites, from 30th September for a fortnight, with a forecasted 23 million impacts (ABC1 adults). Warner’s is also dialling up its social media and digital spend over this period, with boosted content and retailer-focused support via Facebook and Instagram.
Since its soft launch through selected on and off trade outlets, Warner’s new Raspberry Gin has got off to a flying start: it has exceeded Rate of Sale of the UK’s Number 1 Super Premium Flavoured Gin – Warner’s own Rhubarb Gin – by almost a third*. Warner’s Rhubarb has the highest Rate of Sale of any flavoured gin, in both the Super Premium & Premium segment of the gin category*. Warner’s Raspberry Gin will launch via Tesco, Waitrose and M&S from October.
Warner’s Rhubarb Gin has recently extended its grocery distribution via Asda and Morrison’s.
Explains Warner’s Founder Tom Warner: “It’s been a challenging but rewarding year: seeing the amazing reaction to our new branding is a total testament to the work of our epic team. Adding another potential Rockstar 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 worth while. 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. This 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.
“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. 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.”
Warner’s has a passion for safeguarding nature and the English countryside, driven by the commitment to give back more than it takes. As part of launching Warner’s Raspberry Gin, a charity partnership has been forged with the *People’s Trust for Endangered Species (PTES) with Warner’s donating 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’s Raspberry Gin joins the eight core products from the gin farmers at the family-owned distillery. 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 lovingly hand-labelled and wax-dipped.
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 Youngs outlets. Rhubarb is available in Waitrose, M&S, Morrisons and Asda, as well as good independents. The range can also be purchased online at www.warnersdistillery.com.