If there was only one gin, one rum or one whisky in existence, marketing, worries about bottle design, variety in flavours, and many more concerns would all fall by the wayside.
But there isn’t only one distiller. At last count, the number of gin distilleries supplying the UK’s favourite spirit is around 565 and growing. Throw into this mix spirits that cannot call themselves gin such as gin liqueurs, low-to-no gin, 20% ABV gin, and gin-like drinks which aren’t juniper led, and you’re looking at around 600.
At this number, we’re not talking about a small bit of competition or a crowded supermarket shelf, we’re talking about a real battle royale out there if you’re one of those hundreds of craft distilleries.
If you fall under the Diageo or other big players’ umbrellas, you have the marketing clout to have TV ads. But chances are you don’t have a marketing budget like Gordon’s.
What else can you do to?
In this episode we’ll be joined by Gonzalo Ruiz of Greenwich Gin who will tell you how a gin created in a kitchen is punching way above its weight class and it’s down to – you’ll just have to listen to find out.
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