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Warner's Gin launches £1m marketing campaign

Craft gin brand Warner's is investing in its biggest marketing campaign yet to support the launch of its new-recipe London Dry Gin.

The campaign's slogan 'Real Tastes Better' comes from brand founders Tom Warner and Tina Warner-Keogh, who are firm believers in using natural ingredients and in promoting transparency in the gin category.

Named Craft Producer of the Year in the 2021 Icons of Gin, Warner's grows many of its botanicals at its Falls Farm distillery and is a champion of local ingredient sourcing. The new recipe for its London Dry Gin - released earlier this month - includes farm-grown ingredients including angelica, lavender and lemon verbena and discarded citrus peels.

To communicate its Real Tastes Better message Warner's is spending more than £1 million on marketing in the on- and off-trade. This will include: an offer for consumers to redeem a free Warner's glass with each purchase of a 700ml bottle of its London Dry or Rhubarb Gin in selected supermarkets; free-standing display units in 200 Waitrose stores; adverts through the press; a Warner's pub roadshow through the summer to support the recovering on-trade; outside activations and at-table interactive tasting sessions in on-trade venues; and live virtual tasting experiences.

Tina Warner-Keogh said: "We pride ourselves on making real handmade gin from real, farm-grown ingredients. We are that passionate that sometimes our language does get a bit colourful, which is how we came up with our Real Tastes Better campaign which includes some, shall we say, down-to-earth messages about why our gin tastes so bloody great.

"Our philosophy is about giving back more than we are taking from the earth.  Which is why we are encouraging greater transparency in a category that is full of too many artificial ingredients. Not only does real taste better, it’s better for the planet too."

The launch of the new marketing campaign coincides with Warner's signing up to 1% for the Planet, which sees businesses donate a portion of their profits to support environmental conservation schemes.

12 May 2021 - Bethany Whymark