Warner's launches new raspberry variant supported by full marketing campaign
Warner’s is introducing a marketing campaign - to run across outdoor, digital, off and on-trades - which will support the full rollout of its latest gin flavour.
The campaign will be focused on driving awareness of - and engagement with - its new Raspberry Gin which will give Warner’s a national footprint via Tesco’s for the first time.
The outdoor element of the campaign will be concentrated on key commuter footfall areas in London and the South East, via 48-sheet displays at leading British Rail sites. These will run for two weeks. The producer is also dialling up its social media and digital spend over this period.
Warner’s Raspberry Gin has the highest rate of sale of any flavoured gin in the super premium and premium segments of the gin category, according to CGA data. It has had a soft launch in select on and off-trade outlets and this month it has been launched nationally via Tesco, Waitrose and M&S. Other Warner's Gin variants are also stocked in Asda and Morrisons.
Founder, Tom Warner, said: “It has 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 are doing makes it all worthwhile. We make gin the authentic way: we are gin farmers. It is not just about creating an extraordinary liquid for us. It is about bringing people together. This campaign isn’t just about our fantastic new grocery listings - it is also our way of thanking and driving custom to those customers who have supported us from the start.
“One of the things we do differently, is our belief that craft is graft. We are 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 are doing things differently, in an honest, authentic way - that’s why we are the number one super premium flavoured gin in the UK at the moment.”
As part of the launch of its Raspberry Gin a charity partnership has been forged with the People’s Trust for Endangered Species (PTES) (http://ptes.org/) 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.