January 28, 2009
The Right Spirits Naming Move for a Thirsty Economy
In 2007 I noted that gin naming and branding was undergoing a shake up and it turns out that the shake up has continued at full speed. New gins are much more approachable than in the past, as is new gin naming, which is veering away from traditional.
The new Bulldog brand gin, for instance, has a faint British resonance and according to one source with the company, the new name "seemed to embody the brand," adding that "Our name is one of our best assets."
Tanqueray also has an edgy Rangpur brand name that competes with Whitney Neil gin, which is packaged like a premium bourbon and gained some time in the spotlight for running a competition to help benefit trees.
Hendrick's gin is even more offbeat, calling itself a "rather odd gin" in a recent "decadently retro" ad.
Gin appears to be making a move away from the high end, Absolut inspired branding, towards the kind of branding we usually see with micro-breweries. This is branding that appeals to the young and those with a little less cash to spend, which seems to be a lot more of us everyday.
Sometimes I guess you just make the right move at the right time.
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