Summary

"Edinburgh Gin Liqueur - Success Case Study" is part of GlobalData's Success and Failure case study series. It assesses the success of the gin brand's innovations for gin liqueur and strategies attracting adventurous UK consumers.

This report is part of GlobalData's Success and Failures case study series, which explores the reasons underpinning success or failure, and key learnings. Edinburgh Gin ventured outside the traditional marketing strategy of long-standing local brands and became a pioneer of the gin renaissance by creating innovative gin liqueur combinations with botanical ingredients, which spread enthusiasm for the alcoholic beverage, especially among younger consumers, throughout the UK.

Scope

- The gin liqueur brand has made an impression on UK consumers with sales more than three times those of its competitors.
- As younger consumers have a greater interest in alcoholic drinks with natural and fruity flavors, which is perceived as high-quality, there is an opportunity for more spirits to ex...