Craft Spirits
‘Properly improper’ – Telling the Brockmans Gin craft story
Brockmans Gin considers itself to be a standard bearer of a long line of gins that stretches back for generations.
The innovative craft brand underlines its respect of traditions but notes that it is also a disruptor, out to challenge the ‘norm’ when it comes to flavours and how gin should be consumed.
According to Brockmans Gin Global Marketing Director Eric Sampers, after “an explosion of the number craft distilleries and offerings” the category is now seeing “a stage of consolidation”.
‘Properly improper’ – Brockmans gins feature the newly designed recyclable bottle
“There is still a lot of interest and curiosity from discerning consumers, whose appetite has not waned, but products that combine great quality with a strong brand proposition are likely to do better because the stage of wild, random exploration when craft spirits were novelty is probably over,” he says.
Sampers outlines Brockmans’ development of a range of gins that builds on the brand’s ‘Properly Improper’ proposition, with a focus on quality and sustainable products which are also disruptive and delivered in stylish packaging.
The Brockmans’ offer includes Intensely Smooth, crafted with dark berries and “noble traditions”, Orange Kiss, with Valencian Orange & Triple Sec, and Agave Cut. “These are all bold liquid propositions presented in a standout, edgy bottle that we are now modernising with a strong emphasis on sustainability,” he adds.
Brockmans is repackaging its range to “future proof” it with an edgier, more modern design which is also better for the environment with significantly less glass than the current bottle and using more post-consumer recycled material. “We wanted to show that it is possible to combine elegance, style and a strong commitment to sustainability, following our B Corp certification at the end of last year,” Sampers says.
At TFWA World Exhibition Brockmans will reveal a new travel retail exclusive, an organic version of the brand’s original recipe, at a higher ABV and in an eye-catching pack. New from the brand’s NPD pipeline is a “flagship luxury offering” to be unveiled on 30 September.
“We will be pushing the limits of both our Properly Improper brand proposition and the entire category with this one, and we cannot wait to share it with the trade and industry,” Samper says. “It is an incredibly delicious and sustainable liquid, presented in a wonderful ‘UFO' of a bottle which should get a lot of attention.”
Considering partnerships in travel retail, Sampers underlines the need for insights into shoppers’ behaviours and expectations. “The more we discuss this with retail partners, the more we can deliver and work towards a win-win situation.”
Brockmans Gin Global Marketing Director Eric Sampers
He feels category management is something brands want to be involved in, with partners working together to help consumers navigate complex categories and shelves and satiate their curiosity and interest.
“With Agave Cut we blend gin and agave spirit, so we are not exactly a gin anymore and we are not a tequila,” Sampers adds. “We are something in between that taps into two very exciting categories consumers are interested in. Traditional shelf categorisation does not work for such innovative hybrid products, and we need to work together so consumers can easily access them.”
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
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