A new wave of trade and consumer marketing activity is underway for Ableforth’s Bathtub Gin alongside a refresh for the brand.
The integrated marketing campaign under the banner of “Our Gin Starts Where Others Finish” includes an on-trade education programme delivered globally via a dedicated team of brand ambassadors.
Owned by Atom Brands and distributed by Maverick Drinks, Ableforth’s has appointed bartender Dan Crowther as UK brand ambassador after he covered the north, Midlands and Scotland for the range.
Having worked in venues including Sandinista, Smokestack and Jakes Bar in Leeds, Dan is co-founder of consultancy Hedonist Drinks and its regularly-changing bar The Hedonist Project in Leeds.
Ableforth’s has also unveiled a “significant brand refresh” for Bathtub Gin, featuring the addition of a “Cornucopian Bathtub” motif depicting oversized botanicals in a roll-top bath.
Replacing the previous image of a globular carboy vessel, the stylised image is designed to reflect the abundant flavour delivery of juniper, orange peel, cassia, coriander, cardamom and clove in the gin.
However, like other products from Ableforth’s, the bottle remains wrapped in paper, strung and waxed by hand. The refresh will be rolled out to the rest of the Bathtub Gin range including Navy Strength, Sloe, Old Tom and Cask-Aged.
Adam Wyartt, global brand manager for Ableforth’s, said: “After six years we wanted to make a change, one which would give Bathtub Gin greater visual direction for the future and meet the need for the increasing variety of point-of-sale executions required to support such a rapidly growing global brand.
“We have been using the term ‘Our gin starts where others finish’ at tastings and events as an easy-to-understand starting point for explaining the cold compounding process which makes Bathtub what it is.”
Bathtub Gin starts as a copper pot-distilled gin infused with botanicals which is then blended with more pot-distilled gin.
Adam added: “The bottle has a unique look and feel and we are really proud of the impact and appeal of that. However, our overarching ambition is to make the most delicious gin we can, so explaining the process which allows us to do that is vital.
“Bringing the real-world communication success of ‘Our Gin Starts Where Others Finish’ to our first fully-integrated campaign was a logical step.
“Clear consumer-facing messaging is critical, as an understanding of how different brands are made gives compelling reasons to explore the gin category further, while reinforcing brand credibility.”
Bathtub Gin sales climbed over 70% in 2017, with continued strong performance in the UK and growth in Australia and Western Europe driving global sales to more than 14,000 nine-litre cases – not including Bathtub Gin variants and other Ableforth’s products such as Rumbullion! rum and Summer Fruit Cup.