5 Gordon's

05 September, 2008

Value

growth Aug 08 v Aug 07: +9%

Key date in history: 1990 - strength cut to 37.5% abv and money spent on duty ploughed into marketing

Famous friends: Gilbert & George made a short film, Gordon's Makes Us Drunk;

celebrity chef Gordon Ramsay who fronts its ad campaign

Strengths: The G&T is back; the popularity of Ramsay

Challenges: Snobbery of the average gin drinker; the unpopularity of Ramsay

The year gone: Those ads were everywhere you looked

The year ahead: It's that man again




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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