Gin is a spirit on the rise. Global alcohol consumption dropped last year, but gin’s popularity continues to soar.
Vogue speaks of London’s fast-moving gin renaissance.
Actor Ryan Reynolds bought Pacific Northwest–based craft brand Aviation Gin.
According to data published by the International Wines and Spirits Record (IWSR), the juniper-infused distillate experienced an eight-percent sales growth in 2018 — stronger than any other spirit.
Wine Is Fine, But Gin Is In
Tanqueray recently unveiled GIN IS IN, their latest US campaign. The creative celebrates the iconic Tanqueray & Tonic cocktail, but with a new, cutting edge look that draws inspiration from the world of fashion.
The national advertising campaign was created by Yard NYC and consists of out-of-home, digital, social media and more.
“With the popularity of beautiful, refreshing-tasting cocktails, gin is primed for growth in the US market,” says Christina Choi, Senior Vice President of Gin, Rum and Tequila at Diageo North America.
Gin currently represents 4% of Diageo’s net sales and is seeing double-digit growth globally.
Ruth Bernstein, Co-founder and Chief Executive Officer of Yard NYC, said, “This is when marketing is most exciting – to have the chance to put a brand at the forefront of a cultural movement. We’re so glad to have this partnership with Diageo and that they trusted us to make their vision of a ‘ginaissance’ in America a reality.”