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A Focus on Gin!

We certainly do when we get the chance. We love our gin at Fogo. It’s not a secret that we will willingly follow that telltale whiff of juniper wherever it chooses to take us at the drop of a hat!

And gin is big news at the moment. As pop up gin bars, immersive gin ‘experiences’ and consumer demand for food and drink brands to state their provenance becomes ever more prevalent, craft gins (and other craft white spirits) are enjoying a happy sales uplift.

Industry reports indicated an uplift of 8% yoy in gin sales from 2013 to 2014.

According to Nielsen, 42% of drinkers of white spirits such as gin focus on the ingredient quality of their favourite tipple and perhaps even more surprisingly, 43% of people have spent more on a drink brand from a company that has a stated CSR programme.

New botanicals, different tonics and the promotion of the top mixologists du jour are changing the face of the good old G&T, that’s for sure. That’s not to say you can’t still enjoy a ‘traditional’ Gordons or Beefeater with Schweppes and a slice of lemon, but there are plenty of newer kids on the block, beckoning consumers in different directions too. How about a fragrant and smooth Gin Mare with its rosemary, olive, thyme, cardamom and basil botanicals? As a previously die hard Bombay Sapphire or Hendricks fan, this gem from the Mediterranean shores of Spain has catapulted itself into pole position in my tasting notes. For the record, this humble writer’s opinion is that it’s best served with a twist of orange peel and a fresh rosemary sprig, with maybe one or two cardamom pods for good measure?

Exclusive knowledge of the latest niche craft spirit is prized amongst consumers in much the same way as a winning lottery ticket.  Proffering a bottle of the latest ‘something really special’ is a winner in every social circle.

For smaller brands in this sector, this is great news. Not everyone needs a giant budget to make marketing headway. Strategic social media activity coupled with singularly executed, exclusive events are enough to drive growth. Certainly when paired with targeted and clever digital marketing and partnership activities with other like-minded brands.

And to finish… perhaps one of my favourite gin quotes from the legendary Noel Coward…. “A perfect martini should be made by filling a glass with gin then waving it in the general direction of Italy”

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