- Biggest ever marketing spend to accompany redesign and range addition
- Brand repositioned as ‘Masons of Yorkshire’
- New Orange & Lime Leaf gin joins the range in time for pre-Christmas sales period
Masons of Yorkshire is rejuvenating with a bold new look and range addition to raise the bar in premium gin, as it embarks on becoming one of the UK’s most definitive gin brands.
Backed by a national print and digital media advertising campaign, the brand refresh features a stunning, bespoke arched bottle, a new logo, bold flavour colour cues to create even stronger stand out for the brand both on shelf and back of bar, and a stunning new addition to the range – Orange & Lime Leaf gin.
The multi award-winning brand is also being given a subtle but important reposition as ‘Masons of Yorkshire’ to reflect its regional heritage and evolution into one of the UK’s favourite gin brands.
Best-selling Masons Original heads the line-up, along with popular Masons favourites Tea Edition, Pear & Pink Peppercorn and English Lavender, whilst new Orange & Lime Leaf gin joins the range in time for the key pre-Christmas sales period. This refreshing gin combines uplifting citrus flavours with the punchy and fragrant notes of kaffir lime leaf for a deliciously smooth finish – best accompanied with plenty of ice, premium Indian tonic water and a twist of lime zest.
Meanwhile, a new pipeline of innovation is already underway following a £1 million investment in a new distillery and state-of-the-art gin lab.
“We’re taking things up a gear with a bold new look and line up that we are confident will delight both new and existing Masons fans alike, as we embark on becoming one of the UK’s most definitive gin brands,” explains Karl Mason, who co-founded Masons with wife Cathy on World Gin Day 2013.
“Christmas is a key sales period for premium gin among quality seekers, whether purchasing for themselves, looking for gifts with a twist, or seeking out new experiences in the on-trade. So we are confident that our new image – along with the addition of new Orange & Lime Leaf gin – will help us to take things up a gear.
“We’ve achieved so much in seven years, with major listings in wholesale, retail and on-trade both regionally and across the UK, but there’s still so much more to come. This is just the start of the next chapter of our story.”
The company’s “biggest ever marketing spend” will support the relaunch, including PR, social and a national and regional consumer print campaign across leading food and drink magazines and newspapers.
Masons will also soon be introducing a new range of gifting products for Christmas.
“In addition to the one in four regular gin consumers who trade up to premium offerings at least once a month, our research shows that this core, and fast growing, audience of quality seekers want to hunt out experiences and brands that inspire them, including premium offerings that go beyond the label to deliver a story they can invest in,” adds Karl.
“We have all those attributes in spades and can’t wait to help even more discerning gin lovers discover Masons through our brand refresh and biggest ever marketing spend.”
 Censuswide study of 2,000 UK adults, conducted between 10-12th June 2020