A ‘Proper’ new era for Plymouth Gin

Plymouth Gin is capturing the spirit of England’s South West coast in a new campaign that emphasises the brand’s history, provenance and personality

Plymouth Gin, the handcrafted Gin made in England’s oldest working distillery, has today launched a new marketing campaign that brings to life the South West’s approach to doing things ‘Proper’. The new creative captures the spirit of England’s South West coast, where sea meets land, and will be rolled out nationwide via out of home displays in key cities such as London, Edinburgh and Manchester, as well as appearing in national print titles[1], on social media and digitally.

Gin is the second largest spirits category in the UK, with very strong continued growth. Gin has almost doubled its share of total spirits value in two years and now accounts for almost £1 in every £5 spent on spirits by UK shoppers[2]. Plymouth is a true icon of the category, loved by bartenders and those looking for craft Gins with substance alike, thanks to its smooth taste and the fact that its Master Distiller has been following the same ‘Proper’ recipe since 1793.

Lucy Bearman, Brand Director for Pernod Ricard UK, comments: “Plymouth is a flagship brand within a booming category and we’re delighted to be reinforcing its heritage and firmly marking the brand’s territory as a ‘Proper’ brand with substance. No-nonsense, straightforward and honest. These are the things we know Plymouth to be and it’s time the brand’s personality was brought to the forefront of its visual identity.”

The campaign is live from now until the 29th December and will reach 3.5 million of the brand’s target    audience of “Explorers”, who are sociable, self-assured, 30-45-year-old male and female Gin lovers. The campaign is part of an overall increased investment above the line this Christmas by Pernod Ricard UK of 40% and an overall investment in the Christmas occasion of more than £5m, nearly 70% more than last year.

Pernod Ricard UK predicts 2019 will be a third Gin-dominated Christmas and anticipates this year to be driven by gifting outside of traditional categories, such as Scotch Whisky. To cater to this trend, Plymouth Gin has launched a ‘Proper’ premium gift box (RRP: £26.69) for Gin lovers looking for a British-made, craft gift. The box will be bought to life using retailer media sites during the festive season.

[1] e.g. Sunday Times Style, Guardian Weekend, Telegraph Magazine

[2] Nielsen 7th September 2019