Pinkster gin aims to help romantic shoppers keep things fruity
Pinkster gin is releasing a limited-edition, Cupid-themed bottle in a bid to boost sales in the build up to Valentine’s Day.
Last year it enjoyed a 335% sales uplift on 2016’s figures in the run-up to the big day, and it is aiming for a similar upswing this year.
Marketing director Will Holt said: “Following the success of last year’s special edition, contributing to a 335% sales uplift on the previous year, we needed no convincing to wear our heart on our sleeves once again.
“It’s a perfect storm of Valentine’s huge gifting potential, the nation’s thirst for gin showing no sign of slowing, and Millennial pink seemingly all the rage. We like to think we’re doing our bit to help romantic shoppers keep things fruity.”
The limited-edition bottling run has been capped at 5,000. Supporting marketing activity includes a New Year price promotion with Matthew Clark, trade press advertising, themed Valentine’s cocktail serves, and the release of a 60 second, “raspberry romance” stop-motion animated video.
Holt added: “On the basis the world’s largest spirits company launched a pink gin last year, we reckon it’s fair to say that there’s real momentum in this burgeoning sub-category. Pinkster offers a premium drinking experience, with a quirky flavour profile, all packaged up with eye-catching design. And what better time to drink pink than at Valentine’s?”
Last year, analysts at Global Data forecast that UK consumers would spend a £987 million on Valentine’s gifts and cards, and a similar spend is expected this time around.
Pinkster’s high-street presence expanded in 2017 with listings at Majestic, Marks & Spencer, Harvey Nichols and Selfridges.