Marketing Report (Beefeater X Levis) Lvl 6 FMP

THE OFFICIAL COLLABORATION

ELLE WARREN THE OFFICIAL COLLABORATION

FIGURES

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1. Denim guy with Beefeater background (2017) [Online image} Available from: https://www.instagram.com/p/BS3ShVaDkXh/ 2. Denim woman with Beefeater graphics (2017) [Online] Available from: https://www.instagram.com/p/BUwU_vxjat3/ 3. Trading port (2019) [Online] Available from: https://www.irishtimes.com/ business/business-groups-want-longer-vat-deferral-on-uk-imports-afterbrexit-1.3790202 4. Additional tariffs after leaving the EU (2017) [Online] Available from: https://fr.finance.yahoo.com/actualites/brexit-prix-petit-dĂŠjeuneranglais-040834600.html 5. Money plants (2019) [Online] Available from: https://www.mykidstime. com/offers/ways-to-save-money-and-earn-money-from-home/ 6. Total of UK beer sales (2019) [Online] Aailable from: https:// beerandpub.com/statistics/uk-beer-market/ 7.

National minimum wage (2019) [Online] Available from: https:// www.gov.uk/national-minimum-wage-rates

20. Blue Paper Straws (2018) [Online] Available from: https://www. nationalgeographic.com.es/mundo-ng/actualidad/ue-acuerda-prohibirplasticos-solo-uso-2021_13695 21. Bottle Packaging (2013) [Online] Available from: https://www. veuveclicquot.com/en-gb/collections/naturally-clicquot 22. Warner Edwards Packaging (2019) [Online] Available from: https:// www.warnersdistillery.com/products/the-gift-of-nature-edition-box 23. Beer Bottle Lids (2019) [Online] Available from: https://www.cancap.co/ shop/ 24. Drink driving pub poster (2019) [Online] Available from: http:// aberdareonline.co.uk/news/rhondda-cynon-taff/south-wales-police-haslaunched-all-wales-winter-anti-drink-and-drug-driving 25. Alcohol fact poster (2018) [Online] Available from: https:// safeandsoberparents.com/2017/06/21/119/ 26. Blurred STOP Poster (2019) [Online] Available from: https://www.think. gov.uk/campaigns/?filters=.drink-driving

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Small batch beer bottles (2019) [Online] Available from: https:// theoriginalsmallbeer.com/original-small-beers 9.

Small batch beer logo (2019) [Online] Available from: https:// theoriginalsmallbeer.com 10.

Packaged bottles (2018) [Online] Available from: https://www. instagram.com/p/BeDiJu8A4M5/ 11. Whitley Neill Collection (2019) [Online] Available from: https://www. whitleyneill.com/product/raspberry-gin/ 12. Cheers champagne glasses (2019) [Online] Available from: https:// gentlefawn.com 13. White Bottle Collection (2015) [Online] Available from: https://www. trendingpackaging.com/bud-lights-mass-customization-packaging-can/ 14. Wine Bottle Packaging (2019) [Online] Available from: https://www. worldpackagingdesign.com/blog/2018/8/9/traditional-values-in-a-sleekform-of-oak-vodka 15. Veganism (2019) [Online] Available from: https://veganuary.com 16. Larger Mobile Phones (2014) [Online] Available from: https://mashable. com/2014/09/30/iphone-6-plus-pockets/?europe=true 17. Mobile phone security (2018) [Online] Available from: https://www. forbes.com/sites/forbestechcouncil/2018/07/06/three-golden-rules-ofmodern-brand-building/#527561fb6633 18. London living (2016) [Online] Available from: https://www.theguardian. com/cities/2016/jun/20/how-we-live-now-inside-revolution-urban-living 19. Portabello Road Gin Hotel (2016) [Online] Available from: https:// www.homesandproperty.co.uk/home-garden/food/the-uks-first-gin-hotelportobello-road-gin-opens-the-distillery-in-west-london-a106961.html

27. Alcohol fact poster 2 (2018) [Online] Available from: https:// safeandsoberparents.com/2017/06/21/119/ 28. Booziest events poster (2019) [Online] Available from: https://www. alcohol.org/guides/an-occasion-to-drink/ 29. Pink gin & tonics (2017) [Own Image] In possession of the author.

30. Cocktails (2018) [Own Image] In possession of the author.

31. Ocado Logo (2019) [Online] Available from: https://www.ocado.com/ webshop/startWebshop.do 32. Selfridges Logo (2019) [Online] Available from: https://www.selfridges. com/GB/en/ 33. Home Technology (2016) [Online] Available from: https://www. lsnglobal.com/news/article/20438/preview-anti-luxurians 34. Waitrose Logo (2019) [Online] Available from: https://www. waitrosecellar.com 35. M&S Logo (2019) [Online] Available from: https://www. marksandspencer.com 36. Working Father with Son (2013) [Online] Available from: https:// www.forbes.com/sites/sabrinaparsons/2013/09/04/what-about-workingdads/#5163783b638a 37. Dog and Owners (ND) [Online] Available from: https://prettyfluffy.com/ pet-lifestyle/pet-photography/leila-the-golden-retriever-by-nicole-begleyphotography

BEEFEATER X LEVI’S

FIGURES

38. Home Technology (2016) [Online] Available from: https://www.lsnglobal. com/news/article/20438/preview-anti-luxurians 39. North Face Jackets (2016) [Online] Available from: https://www.lsnglobal. com/news/article/20438/preview-anti-luxurians 40. Kitchen Interior (20114) [Online] Available from: https://www.earchitect.co.uk/london/north-london-flat-renovation 41. Jo Malone Perfume bottle (2019) [Online] Available from: https://www. jomalone.co.uk/product/6451/18848/fragrances/colognes/light-floral/wildbluebell-cologne/wild-bluebell-cologne 42. Book Shelves in Bedroom (2014) [Online] Available from: https://www.earchitect.co.uk/london/north-london-flat-renovation 43. Food store (2014) [Online] Available from: https://www.timeout.com/ tokyo/shopping/cosme-kitchen 44. Pendant (2016) [Online] Available from: https://www.lsnglobal.com/ news/article/20438/preview-anti-luxurians 45. Mobile Phone (2015) [Online] Available from: https://eu.thedailyjournal.

58. Absolut X Andy Warhol Bottles (2014) [Online] Available from: https:// www.absolut.com/uk/press/limited-editions/andy-warhol-edition-bottle/ 59. Beefeater X Levis Logo (2019) [Own Image] In possession of the author 60. Beefeater X Levis Brand Objectives (2019) [Own Image] In possession of the author 61. Beefeater X Levis Brand Identity (2019) [Own Inage] In possession of the author 62. Beefeater X Levis Brand Positioning Map (2019) [Own Image ] In possession of the author 63.Beefeater X Levis Logo (2019) [Own Image] In possession of the author 64. Gordons Logo (2019) [Online] Available from: https://www.gordonsgin. com/en-gb/home/ 65. Gordons bottle (2019) [Online] Available from: https://www.gordonsgin. com/en-gb/the-collection/gordons-london-dry-gin/ 66. Instagram content (2019) [Online] Available from: https://www. instagram.com/gordonsginuk/

com/story/opinion/readers/2015/12/21/letter-uber-driver-sees-opportunityahead/77706956/ 46. Beefeater X Levis initial mock up 1 (2018) [Own Image] In possession of the author 47. Beefeater X Levis initial mock up 2 (2018) [Own Image] In possession of the author 48. Beefeater X Levis initial mock up 3 (2018) [Own Image] In possession of the author 49. Beefeater X Levis initial mock up 4 (2018) [Own Image] In possession of the author 50. Pernod Ricard Logo (2019) [Online] Available from: https://www. pernod-ricard.com/en 51. International Brands (2019) [Online] Available from: https://www. pernod-ricard.com/en/our-brands/our-portfolio/ 52. Strategic Wine Brands (2019) [Online] Available from: https://www. pernod-ricard.com/en/our-brands/our-portfolio/ 53. Local Strategic Brands (2019) [Online] Available from: https://www. pernod-ricard.com/en/our-brands/our-portfolio/ 54. Beefeater Logo (2018) [Own Image] In possession of the author 55. Beefeater Brand Objectives (2019) [Own Image] In possession of the author 56. Absolut X Andy Warhol poster (2014) [Online] Available from: https:// www.absolut.com/uk/press/limited-editions/andy-warhol-edition-bottle/ 57. Absolut X Andy Warhol Bottle Packaging (2014) [Online] Available from: https://www.absolut.com/uk/press/limited-editions/andy-warhol-editionbottle/

67. International Gordons Bottle (2019) [Online] Available from: https:// www.gordonsgin.com/en-gb/the-collection/gordons-london-dry-gin-export/ 68. Gordons PINK (2019) [Online] Available from: https://www.gordonsgin. com/en-gb/the-collection/gordon-s-premium-pink-distilled-gin/ 69. Gordons Sloe (2019) [Online] Available from: https://www.gordonsgin. com/en-gb/the-collection/gordons-sloe-gin/ 70. Gordons Elderflower (2019) [Online] Available from: https://www. gordonsgin.com/en-gb/the-collection/gordons-with-a-spot-of-elderflower/ 71. Gordons Cans (2019) [Online] Available from: https://www.gordonsgin. com/en-gb/the-collection/gordons-gin-tonic/ 72. Gordons Low Alcohol (2019) [Online] Available from: https://www. gordonsgin.com/en-gb/the-collection/gordons-ultra-low/ 73. Gordons Awards (2019) [Online] Available from: https://www. gordonsgin.com/en-gb/the-collection/gordons-london-dry-gin/ 74. Gordons bottle (2019) [Online] Available from: https://www.gordonsgin. com/en-gb/the-collection/gordons-london-dry-gin/ 75. Warner Edwards Logo (2019) [Online] Available from: https://www. warnersdistillery.com 76. Warner Edwards Dry Gin Bottle (2019) [Online] Available from: https:// www.warnersdistillery.com/products/harrington-dry-gin

THE OFFICIAL COLLABORATION

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FIGURES

77. Instagram Content (2019) [Online] Available from: https://www.instagram. com/warnersgin/ 78. Warner Edwards Dry Gin (2019) [Online] Available from: https://www. warnersdistillery.com/collections/gin-shop 79. Warner Edwards Raspberry Gin (2019) [Online] Available from: https:// www.warnersdistillery.com/collections/gin-shop 80. Warner Edwards Lemon Balm (2019) [Online] Available from: https:// www.warnersdistillery.com/collections/gin-shop 81. Warner Edwards HoneyBee (2019) [Online] Available from: https://www. warnersdistillery.com/collections/gin-shop 82. Warner Edwards Rhubarb (2019) [Online] Available from: https://www. warnersdistillery.com/collections/gin-shop 83. Warner Edwards Sloe (2019) [Online] Available from: https://www. warnersdistillery.com/collections/gin-shop 84. Warner Edwards Dry Gin Bottle (2019) [Online] Available from: https:// www.warnersdistillery.com/products/harrington-dry-gin 85. Whitley Neill Logo (2019) [Online] Available from: https://www. whitleyneill.com 86. Whitley Neill Instagram Content (2019) [Online] Available from: https:// www.instagram.com/whitleyneillgin/ 87. Whitley Neill Rhubarb Bottle (2019) [Online] Available from: https://www. whitleyneill.com 88. Whitley Neill Products 1 (2019) [Online] Available from: https://www. whitleyneill.com/products/ 89. Whitley Neill Products 2 (2019) [Online] Available from: https://www. whitleyneill.com/products/ 90. Whitley Neill Products 3 (2019) [Online] Available from: https://www. whitleyneill.com/products/ 91. Whitley Neill Products 4 (2019) [Online] Available from: https://www. whitleyneill.com/products/ 92. Whitley Neill Rhubarb Bottle (2019) [Online] Available from: https://www. whitleyneill.com 93. Bottle, Straws & Glass. (2019) [Own Image] In possession of the author 94. Whole collection. (2019) [Own Image] In possession of the author 95. Bottle with swing ticket & straws. (2019) [Own Image] In possession of the author 96. Bottle with miniature, tab, box & straws. (2019) [Own Image] In possession of the author 97. Bottle with denim. (2019) [Own Image] In possession of the author 98. Box with miniature, swing ticket, tab and box. (2019) [Own Image] In

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possession of the author 99. Large visual of collaboration bottle. (2019) [Own Image] In possession of the author 100. Social Media Mockup. (2019) [Own Image] In possession of the author 101. Street Mock up. (2019) [Own Image] In possession of the author 102. Underground Mock up. (2019) [Own Image] In possession of the author 103. Levis POS. (2019) [Own Image] In possession of the author 104. Selfridges POS. (2019) [Own Image] In possession of the author 105. Larger POS drawing. (2019) [Own Image] In possession of the author 106. Promotional Jacket. (2019) [Own Image] In possession of the author 107. Bag mock up. (2019) [Own Image] In possession of the author 108. Repeat print bag mock up. (2019) [Own Image] In possession of the author 109. The official collaboration bag mock up. (2019) [Own Image] In possession of the author 110. Blue cup mock up. (2019) [Own Image] In possession of the author 111. Blue cup mock up with red background. (2019) [Own Image] In possession of the author 112. Red cup mock up. (2019) [Own Image] In possession of the author 113. Waitrose mock up. (2019) [Own Image] In possession of the author 114. Waitrose product mock up. (2019) [Own Image] In possession of the author 115. Waitrose homepage mock up. (2019) [Own Image] In possession of the author 116. Waitrose spirits mock up. (2019) [Own Image] In possession of the author 117. Bus mock up. (2019) [Own Image] In possession of the author 118. Newspaper mock up. (2019) [Own Image] In possession of the author 119. Promotional Jacket. (2019) [Own Image] In possession of the author 120. Bus stand mock up. Promotional Jacket. (2019) [Own Image] In possession of the author 121. Bottle with swing ticket & straws. (2019) [Own Image] In possession of the author 122. Bottle with box & tab. Bottle with swing ticket & straws. (2019) [Own Image] In possession of the author 123. Whole collection. (2019) [Own Image] In possession of the author

BEEFEATER X LEVI’S

CONTENTS

5 - Synopsis 7 - Market Analysis - PESTEL Analysis - Strategy - Situation Analysis - Consumer Analysis 23 - Brand Research - Concept Introduction - Umbrella of brands - Beefeater Micro Environments - Beefeater SWOT Analysis - Beefeater Marketing Mix

35 - Competitors

47 - Final Products

- Absolut X Andy Warhol Case Study - Beefeater X Levis Micro Environments - SWOT Analysis - Brand Objectives - Brand Identity - Brand Positioning - Gordons Gin - SWOT Analysis - Marketing Mix - Marketing Mix - Warner Edwards Gin - SWOT Analysis - Marketing Mix - Whitley Neill Gin - SWOT Analysis - Marketing Mix

THE OFFICIAL COLLABORATION

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SYNOPSIS

Bringing gin back to its British roots has resulted in an innovative collaboration between Beefeater gin and leading denim producer, Levi’s. The strategy to brand using authentic heritage, of 166 years, is mutual between both and together they share archived legitimacy within modern marketing. Exclusively stocked in British premium super markets allows the direct consumers of Generation Y.1 (25-30 years old) convenient opportunities to invest, resulting in the product remaining patriotic and aspirational to all consumers. This product is not limited to this consumer demographic however, but accessible to those who aspire to be like those of this lifestyle.

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The aim of this marketing report is to analyse, using micro and macro analysis, and justify the demand for this innovative collaboration in the currently crowded and competitive market sector of gin. This marketing report will also cover thorough analysis of Generation Y’s lifestyle habits and needs, the evaluation of potential competitors and the further justify the release into the British market.

BEEFEATER X LEVI’S

SYNOPSIS

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Who is Beefeater?

Beefeater gin, owned by Pernod Ricard, is the world’s most awarded gin and remaining to be the only international premium gin still to be distilled in London, keeping its quintessentially British character.

(Beefeatergin, 2019) Beefeater have previously produced special edition products, both exploring flavours and packaging, but no collaboration with another brand, especially not a fashion brand.

One of the special edition versions of Beefeater commemorates their head distiller, Desmond Payne’s legacy with Beefeater and this was produced under the ‘Beefeater 24’ branding in 2008. (Beefeatergin, 2019) Who is Levis?

each one, they change up their branding but still use their classic red tab diversely to visually represent each one. These collaborations are not limited to denim however, but also to their clothing and lifestyle ranges. Their most recent collaboration is with the music band Gorillaz. At the Levis print bar for a limited time, customers can customise their hoodies, ringer style t-shirts and tote bags, in both menswear and womens wear. The print bar technology allows for patterns, motifs and colours to be changed as well as special Gorillaz drawings which are all ready in minutes. (Levis, 2019) Why these two brands?

Levis are a recognisable world-wide denim provider, mainly using their heritage in craftsmanship and legitimate authenticity to market themselves within today’s competitive and modern market. As well as collaborating with sports events and influencers, Levis regularly create different lines and editions and with

Beefeater and Levis are both leaders within their own market sectors and mutually use their brand history to support their visual branding and marketing decisions.

Founded within 10 years of each other represents how they have both stood the test of time, stayed rooted to their original methods and evolved accordingly to the lifestyle changes of their customers.

THE OFFICIAL COLLABORATION

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MARKET ANALYSIS

POLITICAL

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P ESTEL

1. Taxes will be added onto goods that are being imported into the UK after Brexit. (The Irish Times, 2019) 2. Opening and closing times of shops are becoming more relaxed due to people using their time more wisely and not ‘popping to the shops’ after work due to being more financially aware.

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BEEFEATER X LEVI’S

MARKET ANALYSIS

ECONOMIC

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P

E STEL

1. Generation Y are more focused on saving money rather than spending disposable income on ‘push purchases’ in supermarkets so they avoid pressurising situations like these. (Forbes, 2017) 2. The national minimum wage is increasing and will affect the salaries and wages of those who work for both Beefeater and Levis. (National Minimum Wage, 2019) 3. Pubs create 18 jobs per pint, compared to supermarkets which only create 3. (The Guardian, 2019) 4. Provenance is an important element to many brand stories, especially within the wine and whisky industry.

But due to climate change and the crops growing at a slower rate due to these changing climates, many farmers and brewers are having to move to alternate locations that replicate the perfect growing conditions.

(BBC, 2018)

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THE OFFICIAL COLLABORATION

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MARKET ANALYSIS

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S TEL

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PE

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BEEFEATER X LEVI’S

MARKET ANALYSIS

SOCIAL

PE

S TEL

1. Through visually pleasing packaging, a younger than usual demographic will be captured, all due to gin being on trend and this kind of consumer wanting to be ‘up to date’ with everything new.

2. Directly marketing a new alcoholic product towards this generation, especially as they are a generation known for drinking less, it could encourage alcohol abuse or could just not sell at all due to this generations lifestyle. (LSN Global, 2018) 3. Culturally pubs and bars is where these types of consumers meet to socialise.

4. There has been an increase in the mainstream media in regards to consuming alcohol responsibly.

5. Not only is there is now a wider choice of alcohol on offer in supermarkets for the consumer, but a growing movement towards drinking in moderation. (The Guardian, 2009) 6. ‘Dry January’ and ‘Vegan-ary’ are lifestyle changes consumers participate in, in a hope for a cleaner and healthier lifestyle for the rest of the year.

7. Drinking alcohol is now more about the flavours of alcohol (which is why so many of the most popular gins are flavoured and coloured, because this generation are always eager to share something that looks good on social media) and not about intoxication. (Tales On The Cockail, 2016) 8. Bar tenders are attempting to make consumers see alcohol as a treat and not a necessity.

9. In New York, bars are using spirits with lower ABV%’s, so ensure guests don’t become intoxicated but are still able to enjoy the taste of alcohol responsibly.

(Forbes, 2019) 10. Interesting and unique branding and packaging provides brands with free publicity in the form of consumers sharing with friends and followers on social media channels.

11. With more consumers living plant based diets and saving the consumption of alcohol for special occasions, brands are encouraged to educate their buyers because of how more aware they are in terms of what they are consuming and buying. They like purity, and don’t mind paying more for it if it means protecting the environment and their health.

“Some people might not be ready to hear the animal ethics message but they might be open to moving towards a plant-based diet for other reasons. We should be inclusive and try and get them involved as far as they can manage.” (The New Sustainability, ND)

THE OFFICIAL COLLABORATION

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MARKET ANALYSIS

TECHNOLOGICAL

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PES

T EL

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1. Levis have had to change the size of their pockets due to the size of mobile phones increasing. (Independent, 2014) 2. New technologies are aiding products to become more complex and diverse across all markets and the diversity within modern branding through technology break throughs are increasing 3. Creating a new hotel where alcohol is not confined to the bar area. Distillers and brewers are constantly finding new ways for the customers experience to not stop at the bar. The Distillery is a gin based hotel offering an alternative dining experience in support of Portabello Road gin. Guests are able to enjoy the experience by overlooking the distilling process, an interactive tour and are able to learn the history all from the comfort of their own room. (The Distillery, 2019)

“Such morphing of lifestyles is transforming spaces. Today’s consumers are breaking down the boundaries of traditional household and lifestyle paradigms, partly due to economic necessity.

Single occupancy housing, shared housing, same-sex households and single-parent households are all becoming more standard and accepted. Consumers are more open to experimenting with new ways of living, commuting and consuming.”

(Forbes, 2019)

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BEEFEATER X LEVI’S

MARKET ANALYSIS

ENVIRONMENTAL

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1. Plastic packaging 2. Re-fillable and re-useable cups/ bottles 3. Sustainability within the beverage industry means accessories like straws, stirrers and cups need to be made of alternative materials.

PEST

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THE OFFICIAL COLLABORATION

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MARKET ANALYSIS

LEGAL

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1. Taxes will be added onto goods once the UK leave the European Union. (The Irish Times, 2019) 2. Steel taxes will be affected in terms of certain packaging and necessities for denim manufacture. (BBC, 2018) 3. Stronger enforcement on under age drinking regulations on a national level. (Science Daily, 2012) 4. Stricter rules for drinking and driving are being changed to even having one drink can mean you’re over the limit. (Gov.uk, 2019) 5. Advertising alcohol products must be age appropriate.

(The Drum, 2018)

PESTE

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BEEFEATER X LEVI’S

MARKET ANALYSIS

PESTE

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THE OFFICIAL COLLABORATION

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MARKET ANALYSIS

November 2019

-The collaboration is confirmed - Design potential label designs for the bottle (make them simple, experiment with different fill of the label (textures, colour, print)) - Try each design with the original Beefeater character - Plastic wrapping the top of the bottle so a Levi’s red tab can be added to the neck - Begin to generate ideas for iron on patches that could come packaged with the collection.

- What does it mean to be an eco friendly gin? Could this marry together Levis and Beefeater?

- Will this be a limited edition product?

STRATEGY

December 2019

- Create and transform the initial ideas into mock ups - Begin to think about packaging, create technical drawings and contact suppliers - Realistic packaging designs - Experiment with composition, typeface and colours for the back label - Research into this being a collectable collection - Discuss realistic outcomes for the time frame in order to release summer 2020 - Begin to trial designs with different label materials - Allow room for the label to be attached efficiently.

January 2020

- Measure and begin to design the miniature edition of the collection - will this also be packaged in a similar way? The design may need to be changed if the smaller details get lost and are unclear - Continue with possible ideas for packaging - Re-visit the market, if spending is not their priority then how will this product sell?

- Attempt to use real denim within the label designs - Finalise the general design for the 70cl bottle - Begin to think about moving image / animation / graphics to show the outcomes better - Is there denim loyalty to the consumer?

February 2020

- Experiment with swapping type faces and styles between the two brands - Include Levis more? Is it too complicated?

- Re-evaluate them becoming part of a collectable collection/ buying them all to fit together - Continue to develop the denim character for the collaboration - Print test back labels with different label materials - Develop final denim character and replicate the stance, accessories and position as the Beefeater character - Experiment with sizing - do any of the details get lost?

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BEEFEATER X LEVI’S

MARKET ANALYSIS

March 2020

- Finalise the front box design and the technical drawings for the packaging design - Develop the miniature design further - answer the same questions and resolve them in a similar way to the 70cl version where appropriate - Look at other alternative packaging/ promotional material for the bottle - Design the bottle neck book or whatever way is going to inform the customer the most about the collaboration

STRATEGY

April 2020

- Bottle tab for the supermarket advertising and development - Swing ticket designs for Selfridges/ Harrods - Alternative designs, something that could be used to package both the jeans and the gin - The box; look to the online design from Levis for inspiration - Packaging for the miniature confirmed - Make it look as similar as possible to the 70cl size May 2020

-Mock up where this will be advertised - Create different campaigns for the different tribes associated with the direct markets - What will the launch event look like?

- Begin to generate awareness of the product - What will this product look like in the store?

- How could this become a more lifestyle product?

- Could it be attached to a bike and shared on a picnic?

- Will this be released on social media before the products are released, how will we build up the hype?

THE OFFICIAL COLLABORATION

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MARKET ANALYSIS

“If everyone in England drank within the recommended government guidelines, there would be a 40% drop in value sales.” (Rewrite Digital, 2019)

SITUATION ANALYSIS

How are consumers reacting to the gin market?

A lot of consumers believe the gin trend has only just come into the light and that it is currently in its prime time in terms of the amount of interest it is getting within the mainstream media, supermarkets and in bars. However, the annual sales have almost doubled over the past 5 years and in 2019 the gin industry is worth £2bn, meaning that perhaps it has had its prime time and consumers are just waiting for the next spirit to come on trend and are still buying into gin in the meantime. Since then, the number of distilleries has doubled to more than 300 and pubs have even started creating gin menus to keep up with consumer demands. (Guardian, 2019) Flavoured gins made sales of £165m in 2018 due to it being such a versatile spirit because of its purity and complex distilling process.

This means there are many elements that can be changed, and each will produce a different result each time. (ibid.) But, drinks need to be exciting unique and ethically sourced and produced because consumers have a very real expectation of how distributes should be making and packaging their products as consumers feel as though it is their responsibility to cut down their pollutions. (TheDrinksBusiness, 2018) Producers are now swapping disposable glass bottles for aluminium cans as consumers value their money, ethical and political views more and want to be involved in cutting their own pollution contributions. Consumers are now also understanding that allowing for extra funds for longevity purchases and are requiring experience and products which enrich their lifestyles and are more positive for the environment. (Rewrite Digital, 2019)

2019) The consumption of alcohol is decreasing due to them paying more attention to their health and wellness, but this means consumers are increasingly demanding value quality over quantity which is good news for premium craft sectors. “Todays consumers want transparency and sustainability in their food and beverages across all categories, and spirits are no exception. Interest in production materials and processes has been growing, and conscious consumers will continue looking into the manufacturing of spirits.

(Beverage Daily, 2019) How is the bar environment changing?

It is not just the alcohol itself that needs to be inviting to the consumer but the environment itself does too.

‘Drinkstagrammers’ are constantly determined to get the perfect shot to show off to their followers before enjoying and because of this, drinks companies are beginning to heavily invest in this element of styling their drinks and training bar staff to use the right glass and garnishes in order to please their customers visual preferences. (The Guardian, 2019) The digital element doesn’t stop at social media either, the digital element to the bar environment has enhance the drinking experience too because the consumers’ demands are always changing. (Rewrite Digital, 2019)

How is the drinks industry appealing to customers needs?

Consumers being more cautious about how much alcohol they are consuming and how it is not limited to the younger generation, but filters through to almost all brits and drinks companies are responding to this by launching new products which lower ABV% products and are meeting the demand for a sober-ish night out. This consumption of alcohol has fallen from 3.07 units per day in 2003 to 2.57 in 2017, with 5.4 million people saying they don’t drink alcohol at all which is up 35% since 2013. (Rewrite Digital, 2019) There is no wonder alcohol producers are appealing to the masses habits and producing products like a 0.5% wine in Tesco and de-alcolised merlot in Asda. (The Guardian,

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BEEFEATER X LEVI’S

“Neon will spread beyond metropolitan areas and into the mainstream in 2019 because it speaks to two contemporary obsessions: comfort-seeking nostalgia and Instagrammable interiors.”

(Vinepair, 2018)

MARKET ANALYSIS

What is the attitude towards drinking in the UK?

Currently, the UK market is a strong place for a new product that appeals to those of a premium and superior lifestyle. It being something they to add to their collection to be proud to own. This product would be for people who aspire to the lifestyle of being successful and enjoy a little bit of quality from home.

With drinking comes responsibility and drinking driving 29. is a major issue for the younger generation as they consider alcohol to be crucial for a good night and because alcohol is now more accessible and marketed better towards this generation, it is more appealing to them. The amount of people drinking less, not even in pubs or at home, could be a result of more time being spent online, financial strain or the growth in religious reasons.

SITUATION ANALYSIS

The prospect of buying and consuming alcohol in a supermarket, bar or pub is capped at 18 in the UK, a milestone for every emerging young adult, but teenagers are not completely banned from the substance before reaching this age. Teenagers of 16 and 17 can drink beer, wine or cider with a meal, if bought by an adult and consumed with a meal. It is illegal for this age to consume spirits, even if it is with a meal as well as buy it in a bar, pub or supermarket. (BBC, 2007) However, when in the home, supervised by an adult, the rules are different and it is then decided by the adult, who is 18 or older, to determine the amount and type of alcohol and to evaluate the situation in which it will be consumed in.

30.

THE OFFICIAL COLLABORATION

18

MARKET ANALYSIS

CONSUMER ANALYSIS

What are their lifestyle choices?

19

The younger demographic, to whom this product is directly marked towards, are choosing to drink at home more often because going out to drink in bars is becoming expensive and these people have bigger and more futuristic aspirations to save for. Settling down and living a cleaner lifestyle are the desirable choices these consumers are choosing.

Because of this attitude towards drinking at home more, this product would not sell in bars. The shopping and lifestyle choices of this customer shows that this would be a good product for stores such as; Waitrose, M&S, Selfridges or Ocado - to which a larger and more premium gin selection is available and would all play as competitors to this collaborative edition to Beefeater. Gin is not the ideal drink for ‘pre-drinks’ and those who play into this regularly are not the consumer for this. The type of person to invest in this kind of product understands that gin is a spirit to be enjoyed and savoured and not diluted with a cheap mixer.

The culture surrounding younger people and alcohol in the UK is much more relaxed than that in America.

It is introduced slowly throughout the teenager years, overlooked by parents and guardians and accompanied in restaurants meaning that when those come of age at 18, they are more sensible because it is not something they have been forbidden to have. This new trend of newly legal drinkers not being interested in intoxicated weekends is hard for some to adjust to and because of that, alcohol in general may not have the same place in their lifestyles like it has for previous generations.

Who are the main tribes this product is appealing to?

Rising Luxurians - 25-30 This type of consumer is choosing to drink at home because they are future savers, financially forward thinkers and believe investing and having security within products and experiences with longevity. They are health conscious meaning abusing alcohol and spending large amounts of time being hungover is not how they wish to feel or be associated as. They lead busy and active lifestyles, but still find time for social events. Although they don’t feel pressured to practise binge drinking, these are the kind of people to attend pop up events with their other mature, personality matching friends.

Anti-luxurians - 35-45 (See Appendix 1) This consumer is likely to have children attending school meaning that going out, out of school hours, is harder for them due to having to find someone to care for their children in their absence. They also have a busy home life due to having a growing or young family so finding time for them to relax is usually late at night once children are asleep.

Baby Boomers - 50-65 (See Appendix 2) These consumers may still have children living at home and could possibly retired or are still working part time. They have the most free time out of all three categories but chose to spend this and their money wisely. They are the most likely to be influenced to purchase through a very trusted source or if there was some kind of financial gain involved for them - a saving, reduction or promotion.

BEEFEATER X LEVI’S

MARKET ANALYSIS

31.

35.

36.

32.

CONSUMER ANALYSIS

34.

33.

THE OFFICIAL COLLABORATION

20

MARKET ANALYSIS

rising luxurians

gender neutral

CONSUMER ANALYSIS

37.

38.

25-30

41.

39.

44.

42.

45.

40.

21

BEEFEATER X LEVI’S

43.

MARKET ANALYSIS

Rising Luxurians - 25-30, British Generation Y.1 (Kasasa, 2018)

The aim of this release is to change the perception of gin amongst a younger consumer as gin is stereotypically for older women. However, this product is not limited to this group but open to all consumers who have been introduced to gin since it has been on trend over the past couple of years. Younger consumers, who aspire to live the kind of lifestyle this group does, would also be expected to invest, even visiting the specially selected stores it is sold in to purchase.

(Acorn Classification, 2019)

74% of this group receive coupons and vouchers to save more money on the things they buy the most or for favourable restaurants.

(Acorn Classification, 2019)

These consumers are not students anymore, they are young, working professionals with bigger aspirations for themselves than those of their elders or peers, meaning they have more time for saving, settling down, being more sensible with their finances and living a healthier lifestyle. Because of these early life choices, it means they are not wanting to spend their free time in bars, at the pub or socialising where alcohol is at the centre of the event. They are probable to have gone to university and lived as students, abusing alcohol for cheap in social situations, but are now more conscious of the consequences that comes with this type of socialising. Knowing that this is not the spirit or brand consumed at ‘pre-drinks’, but something to be savoured, appreciated and not diluted with a miss-matched mixer. The prices of drinks and then entry costs are increasing (Independent, 2017) and this consumer is aware of this so chooses to save their money to invest in their future and family. They may have a membership to a local gym or leisure centre,

Home life This type of consumer generally owns a flat in a major town or city and most of these are built up apartments, however a significant number of these people live in flats converted from terraced town houses. Due to these kinds of properties being newly built and developed they are more expensive than the average property, especially in more urban locations. (Acorn Classification, 2019) Interior designers over the past couple of decades have been keen to open up living spaces and create certain rooms for entertaining guests.

This would be the ideal environment for this product and would encourage consumers to entertain from home. The openness of the floor plan allows for a flow of atmosphere where music and laughter move freely throughout the home, smells from the kitchen fills the rooms of the home and groups of guests are not divided to individual rooms. (Romsey Conservatory, ND) Selling Many of those within this category are financially aware, they read the financial times, switching accounts, carrying out financial transactions online and have multiple bank cards and accounts. A number of these will have built up significant savings accounts or have invested in shares. (Acorn Classification, 2019) Due to their lifestyle choices, this product wouldn’t directly influence their choices if it was to only be sold in bars or clubs, because this isn’t the environment to find these types of people. Due to these consumers shopping at high quality supermarkets, because of their high profile employment, it would seem sensible for this product to sell where is it the most accessible to them. It is here where it would sit amongst its competitors and be surrounded by equally premium gin products. Selling in larger, premium department stores is also where this product can be found due to it’s collaboration partner and patriotic sense. It is also something of value to the customer and represents a particular lifestyle - it is made to be part of a collection and appreciated as a little piece of premium from home.

THE OFFICIAL COLLABORATION

CONSUMER ANALYSIS

33% of this group use social media to update their social profile and 45% use social media daily.

Lifestyle Single people and couples without children form the majority of consumers in this group.

Many are graduates and tend to predominate in senior managerial and professional roles. (Acorn Classification, 2019) Ownership of iPhones, iPads and other smart phone and tablet devices is double the national average within this groups and these people access the internet quite frequently. They use personal electronic devices for keeping up with current, personal and political affairs, to shop, download and stream music and films. These people enjoy the lifestyle that comes with living in larger cities where there is a larger populations and with plenty of opportunities to spend and socialise.

chooses to buy locally sourced or organic groceries, assign a few days a week to eat meat free in a bid to contribute to global warming and only drinking alcohol at special occasions on the weekend and from home.

22

BRAND RESEARCH

CONCEPT INTRODUCTION

What has inspired this concept?

23

This collaboration was initially influenced by the need to generate a gin product that de-stigmatises its image from the perspective of the customer. A product that excites, entices and appeals to a younger demographic of drinkers who may of not found their gin preference yet as they see it as a drink for older women. (The Sommelier Chef, 2014) Not only this but also through primary research and observation of consumers in local bars and restaurants, studying their decision making process, which type of consumer buys into what beverage and what influence different factors have on the decision to chose gin. (See Appendix 3) Creating a new gin would be risky due to the already very competitive market but creating a sub-brand or product addition to an already existing gin brand could re-invent the brand, enable new marketing strategies towards a new group of consumers and encourage them to become more established within the drinks market. Based on the conclusion that many of the gin brands that have grown, during the social trend, are using much more advanced flavours, colourings, distilling techniques and processes, it was clear that to become a unique product, the gin had to be of original taste, purely British and not fazed by the evolution of the customer habits and needs. A collaborative product would mean that 2 brands would benefit from emerging into new territory by gaining a much broader customer base, their product line would grow and being associated with a recognisable brand encourages a new customer to have trust in the brand because the collaborative partner has already built that relationship of trust.

Who does it involve?

This collaboration between Beefeater gin and Levis is the ultimate pairing of heritage, authenticity and truth.

They were both founded within 10 years of each other, Beefeater in 1853 and Levis in 1863, and have both, changed, developed and improved with the evolution of social needs and the demands of the modern consumer. Based on the market analysis, this product appeals to the futuristic aspirations of Generation Y, (Kasasa, 2018) how and where they spend their free time and the need for something that fits into their busy and hectic lifestyles so seamlessly.

Why these two brands in particular?

The reason for this release is to not only commemorate the genuine British background of Beefeater and educate a new consumer, but by collaborating with Levis, it will project them into a new market which will grow their customer into a new demographic of people.

They are a mass market brand with numerous other gin editions to the name but being associated with Levis will bring a modern twist to their brand, encourage a younger and cooler customer to engage with their content and products and give them a larger platform to communicate with their audience about their genuine brand history, while enabling them to keep the consumers they gain from this and build credible relationships.

BEEFEATER X LEVI’S

“And if they trust you less than they trust one of your competitors, they may chose them over you.�

(Forbes, 2018)

BRAND RESEARCH

X

46.

“Gen Y: Gen Y, or millennials, were born between 1980 and 1994. They are currently aged between 25-39 years old. > Gen Y.1 = 25-29 > Gen Y.2 = 29-39

X

47.

T H E B E E F E AT E R CO L L E C T IO N Officially Licensed Merchandise

48.

T H E B E E F E AT E R CO L L E C T IO N Officially Licensed Merchandise

ENJOY LEVIS R E S P O N S I B LY #LIVEINLEVIS

T HE B&L B E E F E AT E R , TONIC, LEMON, ORANGE, THE OFFICIAL COLLABORATION LEVI’S.

T HE B&L Bthe E ENot F Eonly AT Eare R, two groups culturally T O N I Cdifferent, , but they’re in Lvastly E M O different N, phases of their financial O R A N Glife.

E , The younger groups are financially L E V I ’ Sfledging, .

CONCEPT INTRODUCTION

THE B&L B E E F E AT E R , TONIC, LEMON, ORANGE, LEVI’S.

- Americans love England and British culture/ heritage - Celebrate the colonial relationship T H E B E E F E AT E R CO L L E C T IO N - The classic red ‘Levi’ tag - easily recognisable Licensed Merchandise - Could the jeans that shrink theOfficially fit, shrink in gin?

- Current British gin - Premium brand - Linked to the royal family - BEEFEATER GIN - Red, white and blue - Beefeater character could wear denim - Authority - Blue bottle/ Red label - Back pocket details seen through the bottle on the inside of the label - Denim has revolutionised work/casual wear - Levi’s are durable and accessible - They look better with age, they tell a story, the story of British heritage - James Dean - He was a style icon in the 50’s - Elvis came after him, this is who he was influenced by - Greese, Danny Zucco - White T with denim jeans, this look/style is accessible - American Graffiti - Drive in movies

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ENJOY LEVIS R E S P O N S I B LY #LIVEINLEVIS

just flexing their buying power. The latter group has a credit history, may have their first mortgage and are raising toddlers.

The contrast in priorities and needs is vast.”

(Kasasa, 2018)

49.

24

ENJOY RESPO #LIVEI

BRAND RESEARCH

50.

PERNOD RICARD

INTERNATIONAL STRATEGIC BRANDS

STRATEGIC WINE BRANDS

51.

52.

LOCAL STRATEGIC BRANDS

53.

25

BEEFEATER X LEVI’S

BRAND RESEARCH

THE OFFICIAL COLLABORATION

PERNOD RICARD

Who are Pernod Ricard?

“Pernod Ricard has built a unique portfolio of Premium international brands, one of the broadest of the wine and spirit industry. This portfolio is supported by the ‘House of Brands’, a dynamic tool allowing our affiliates to better prioritize their marketing investments. It comprises three floors: strategic international brands at the top, then strategic wine brands and strategic local brands.”

(Pernod Ricard, 2019)

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MICRO ENVIRONMENTS

BRAND RESEARCH

27

S

54.

STRENGTHS

1. Beefeater is an affordable brand, it appeals to the masses and visually represents Britain.

2. Their strongest form of advertising is through digital media which fits with modern technologies approaches for appealing to a younger and cooler consumer.

3. They use the original recipe, thorough distilling methods which makes them Britain’s most awarded gin.

4. It is still produced in London, making it a really strong London Dry gin.

WEAKNESSES

1. The price does place it amongst the more affordable gins, even thought they brand themselves as a more premium brand. Considering how successful they have been, they could project themselves into a higher price range.

2. Traditionalism can only last so long within branding because consumers begin to distrust brands who use heritage through marketing. This is because so many other brands claim they have heritage when they don’t and this confuses consumers because they are then unsure of who is trustworthy.

3. Consumers don’t necessarily know how authentic the brand is because their visual branding doesn’t represent this aspect.

Brands that have got archived legitimacy don’t use it obviously within their branding.

4. Although they have produced different flavoured and packaged gins, no effort has been made to attract a new consumer - older or younger.

O

OPPORTUNITIES

1. Because gin is on trend it has encouraged more consumers to try different brands, flavours and distilling methods. This has broadened the popularity of dry gins as many, due to it being on trend, have been developed further in terms of flavours or appearance.

2. Opportunity to collaborate within another market to reach new consumers of similar interests.

3. Educate new and existing customers of the genuine authenticity behind Beefeater because it is something desired by brands who don’t have it.

THREATS

1. Gin has been around for centuries, originally used for medical uses, but with modern technologies being more accessible, Beefeater may come across as old fashioned when in competition with more modern brands 2. Global warming is destroying the growth of natural ingredients used to flavour gins and because of this, producers may have to look to artificial flavouring if the crops can’t grow and thrive naturally.

3. Gin won’t be on trend forever and consumers will naturally move on from gin and copy what the rest of society are buying.

BEEFEATER X LEVI’S

W T

BRAND RESEARCH

BEEFEATER BRAND OBJECTIVES

MICRO ENVIRONMENTS

55.

THE OFFICIAL COLLABORATION

28

BRAND RESEARCH

ABSOLUT VODKA X ANDY WARHOL

CASE STUDY #1

When brands collaborate together, on mutual ground or from completely different markets, they usually have something in common. This could be in the form of them sharing the same kind of customer (for example; their age, gender, demographic location, financial income, life stage or how they chose to spend their spare time), one brand wanting to grow its audience within another demographic of customers, its credibility among their competitors and need the association of another, preferably bigger and more well-known brand, yo gain consumers trust or to give their current, loyal customers a new experience or product to celebrate an occasion or achievement.

Collaborating allows for different communities of consumers to come together on familiar ground and it is this sense of friendship which allowed the brands involved more exposure among consumers they didn’t appeal to prior to the collaboration. Not only this but it also enables them to grow their audience into multiple, diverse groups of consumers. Being associated with a bigger named brand, that has a large loyal following, and is recognisable to the mass market can be hugely beneficial for a smaller brand and can help launch them into the current, and high demanding, market.

This association allows brands and consumers to build more developed and longer relationships with one another and this support, usually from the more established brand, enables the smaller brand to grow at a much faster rate.

Being associated with an alcohol brand can be damaging to a fashion brand in particular as high profile brands don’t want to be seen as encouraging alcoholism or abusing it, now especially with many newly legal drinkers choosing to reduce their alcohol intake. (REF) Because of this factor, the collaborations that have been released in previous years include brands of premium quality, both within the fashion and alcohol market. This could be to do with the fact that these types of consumers, who shop with more premium brands, aren’t as likely to abuse alcohol as they appreciate the quality and don’t have a need to,

29

perhaps because of the kind of lifestyle they have.

Collaborations between fashion and alcohol have been happening for years, including the partnership between Absolut Vodka and Andy Warhol which was released in 1979.

This collaboration is not only a celebration of arts but also of creativity for those involved and the consumers a-like. First released in 1979 in America, with Warhol’s first design being premiered in 1986, was to become the first of thousands of collaborations that Absolut was set to take on with artists from all around the world. (absolut,2019) It is now being re-released exactly as it was for the famous ‘Absolut Warhol’ ad.

This limited edition bottle, of 4 million was released on October 1st 2014 at regular price, led with two concepts. The first was to inspire their audience and announcing that anything is possible through creativity. The second was to encourage everyone to join in on the process by making their own art as both brands celebrate success of this iconic contribution to the contemporary art world. (absolut, 2019) The fact that this limited edition bottle was reproduced 40 years on from when it was first released shows there is still success to be had within this partnership. It is also massively successful due to the audience being involved so much during the process, released and even down to what the concepts of the collaborations were. This product was made for both audiences’ so everyone can have a small ownership and can be shared across two completely different markets and demographics of people. The concept and audience inclusion in this collaboration is very similar to the partnership of Beefeater and Levis. The main reason for their pairing is to associate Beefeater with a recognisable brand that young consumers trust and align themselves with. Similarly, to Absolut, the consumers life style habits life stages and aspirations plays a huge part on where this product will be sold, how it will be marketed and advertised and consumed.

BEEFEATER X LEVI’S

“The collection launched the brands Absolut Art Collection, and marked the start of its on going support of contemporary art.”

(Artnews, 2014)

BRAND RESEARCH

57.

“To launch the bottle, absolut will collaborate with him once again by working with three different artists who will reach out to Warhol’s spirit for a one-timeonly night life experience in NYC, as well as, inviting people to unleash their creativity in what Absolut aims to become the worlds largest art exchange.” (absolut, 2014) They invited numerous DJ’s to bring the night to life using sound and light to represent the essence of Warhol through a live streamed unique event experience as they encouraged people to understand that anything is possible through creativity. It is the relationship they built with their consumer that inspired me for the Beefeater X Levis collaboration because of how invested they were in involving them with every decision of the process.

58.

The limited edition bottle was re-branded with a black back label that outlined the whole bottle which encouraged the colourful typography on the front to stand out. Using the iconic style of Andy Warhol, the branding on each bottle is replicated and uses his unique textures and approach to art in a completely different medium. It wasn’t only the bottle that was produced for this collaboration, a piece of art work was created too.

An updated digital painting of the bottle was created to raise money for the Andy Warhol Foundation for Visual Arts. (artnetnews, 2014) The original was hand drawn

by Warhol himself, but the updated versions add a more graphic and lively essence that was cleverly replicated through the live event organised to celebrate the rerelease of the collaboration.

THE OFFICIAL COLLABORATION

CASE STUDY #1

56.

30

BRAND RESEARCH

MICRO ENVIRONMENTS

59.

S O

STRENGTHS

1. This collaboration is directly targeted towards those of ages 25-30, a group of consumers at the beginning of their financial, independent and adult lives with disposable income that means they can afford a little more luxury in their lives.

2. It brings the aesthetic of both brands into the modern age and reflects what this consumers lifestyle is like - loving living with new technologies but also enjoying the nostalgic moments too.

3. Beefeater is elevated by Levis into a new consumer demographic, who may already shop with Levis but not Beefeater. Levis is making Beefeater equally as cool, stylish and trendy as themselves.

OPPORTUNITIES

1. This will give both Beefeater and Levis the elevation to attract a new key demographic.

2. There is the potential for branded products to become limited edition and worth a greater value in the future.

3. Encourages consumes to buy into other Beefeater and Levis products.

THREATS

1. The gin industry is competitive and may not be on trend for much longer within the British market.

2. Collaborations between alcohol and fashion are rare and only done at the higher/ more premium ends of both industries.

3. Beefeater aren’t within the same financial bracket.

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WEAKNESSES

1. Collaborating with an alcohol brand can damage a brands image.

2. Consumers may not understand the reasoning behind the collaboration at shelf value.

3. Not releasing this product in America 4. Not releasing this product in all supermarkets or in bars.

5. At first, consumers may be put off with buying into something that is associated with America due to the current political situation.

BEEFEATER X LEVI’S

BRAND RESEARCH

BEEFEATER X LEVIS BRAND OBJECTIVES

MICRO ENVIRONMENTS

60.

THE OFFICIAL COLLABORATION

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BRAND RESEARCH BEEFEATER X LEVIS BRAND IDENTITY PHYSIQUE

CULTURE

- Two recogniseable brands within their own markets with visually connecting branding.

- Positioning the red tab alongside the ‘B’ of Beefeater is the same placement as on Levis jeans.

- Red is a clear leading colour for both brands.

- Both brands colour schemes represents their provenance.

- New denim character but still recogniseable to Beefeater because of the accessories and stance.

- Both brands appeal to the masses, use a classic street style aesthetic on social media and advertising.

- It is the followers and consumers of Beefeater that have evolved it into a modern brand using it’s genuine heritage through marketing to gain and keep loyal customers.

- Memorable and credable British history relating to the monarchy and tradition.

- Collaborating with Levis allows for a younger and ‘cooler’ consumer to buy into Beefeater as a brand, changing the perception of its consumer.

PERSONALITY

RELATIONSHIP

MICRO ENVIRONMENTS

- An affordable, collaborative product for consumers of both the fashion and alcohol market.

- Associated with having a good time, socialising with friends and enjoying alcohol responsibly.

- A reflection of true authenticity and herritage.

Casual British nostalgia Trust Young Authentic Tradition Patriotic Free Courage Provance Fearlessness Heritage Empathy Integrity Rebelious Strong

REFLECTION

SELF IMAGE

- Appealing directly to those of Generation Y (25-30) year olds, but still desirable by those of Generation X (35-45) and the baby boomer generation (50-65) who lead the lifestyle Gen Y aspire to.

- To change the stigma and perception of gin - Lower the age sterotype from older women to a young unisex audience - A new demographic that will encourage consumers from two different markets to invest in the other

- The consumer lives a high intensity lifestyle - Makes sustainable choices, buys vegetables locally and participates in vegan living and only drinking on special occations.

- Enjoys higher quality products, prefers longevity within them and would prefer to pay more for a product that represents their more premium lifestyle.

- Popular, confident and sophisticated with an ethnically diverse friendship group.

61.

BEEFEATER X LEVIS BRAND POSITIONING MAP High Price £40 £35 BOODLES £28 HENDRICKS

£33 WARNER EDWARDS £25 BEEFEATER X LEVI

£35 WHITLEY NEILL £32 TANQUERAY 10

£30

EDINBURGH GIN £28 BEEFEATER 24 £21 BOMBAY SAPHIRE

£23 OPHIR

£18 TANQUERAY £14 BEEFEATER

£16.50 BEEFEATER PINK

£13 GORDONS

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Low Price (£10) BEEFEATER X LEVI’S

PRICES ACCURATE OF FEBRUARY 27TH AND RECIEVED FROM TESCO, SELFRIDGES OR BRAND WEBSITES

62.

BRAND RESEARCH

63.

P

Beefeater PINK 70cl Ocado - £16.50 Tesco - £16.50 Sainsburys - £16.50 Asda - £17 Morrisons - £18 Waitrose - £18.50

Beefeater 70cl Ocado - £16 Tesco - £16 Morrisons - £17 Waitrose - £18 Beefeater 24 70cl Morrisons - £18 Ocado - £25

PRICE £25 - FULLY PACKAGED

*Prices accurate of March 13th 2019* Supermarkets stock Beefeater PINK gin more than any of the other Beefeater products, this flavour is only stocked in the 70cl size and all versions vary in price depending on the retailer. Only 1 supermarket sells Beefeater in the 1 litre size and the Beefeater 24 edition is stocked at two of those both varying very differently in price.

PROMOTION

Placing advertising campaigns in deliberate locations that consumers would notice it without them contributing any effort will be how this product will get noticed. Having this advertising on the under ground, on buses and on taxis would mean consumers commuting to work via public transport daily are going to notice the campaigns because they are in plain sight. The advertising campaigns included would be adaptable to attract the attention of different commuters as well as different marketing strategies through the use of digital media, stand still campaigns and on social media channels. Because of the different tribes associated with this release, the advertising strategy must meet the consumers lifestyle habits, hence why different marketing strategies will be put in place to inform and educate each group of consumer.

PRODUCT

The main element representing this collaboration will be a specially branded and packaged 70cl Beefeater gin bottle with corresponding, special edition products.

These include; a miniature branded denim jacket for the bottle, re-usable metal straws, a small branded glass and other contributing beverage accessories.

PLACE

Because of the lifestyle habits and financial income of the identified consumer for this product, premium supermarkets like; Waitrose, Ocado, M&S and Selfridges would be the appropriate stores to stock this. This is to further aid the consumer and provide convenient opportunities to invest. Within the higher premium stores, like Selfridges or Harrods, specifically designed stands and presentation stalls will be produced to encourage the sales, situated close or next to other Levis sections or products.

THE OFFICIAL COLLABORATION

P P

MICRO ENVIRONMENTS

P

Beefeater 1L Ocado - £25

34

GORDON’S

COMPETITORS

35

S

64.

STRENGTHS

1. They are easily recognisable and accessible in both bars and supermarkets.

2. It was one of the first gins ever to be distilled for alcoholic consumption.

3. Still made, distilled and distributed from London, making it a genuine London Dry gin.

4. Regularly wins awards for its taste and distilling process, both in the UK and internationally.

WEAKNESSES

1. Because it is easily recognisable and accessible to all consumers, it is not considered a premium gin. This is because it is sold in the majority of bars and supermarkets making it easy to find - its reliable.

2. Has no unique flavour.

3. Now many other well known products under the Gordon’s brand, other than their PINK flavour. However, this is sold especially around valentines day, Christmas and at the beginning of spring/summer.

4. Very poor digital media and narrow marketing strategies.

5. Very specific within their marketing and social channels.

Directly speaking to single women, implying a ‘G&T’ is always necessary.

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OPPORTUNITIES

1. Scope for special gin product’s and packaging to commemorate their history, heritage and legitimacy.

2. Opportunities to promote and push other flavours more as these are not as well known as the dry gin flavour. This could include their canned versions for festival goers.

3. They could make more of an impact on social media channels to appeal to a broader demographic of gin drinkers.

THREATS

1. There are now more modern versions of what Gordon’s already does, brands with more varieties in flavour and choice available and use a better way of attracting new consumers and keeping them.

2. Newer, younger and newly legalised drinkers don’t engage with the type of advertising they are currently using and would potentially look to another brand to become loyal to. Consumers seek information about a brand from their social channel and this element can ultimately be the decider in a purchase.

BEEFEATER X LEVI’S

65.

W T

COMPETITORS

GORDON’S

66.

THE OFFICIAL COLLABORATION

36

COMPETITORS

74.

69.

68.

70.

GORDON’S

67.

71.

72.

73.

37

BEEFEATER X LEVI’S

COMPETITORS Gordon’s

P

Asda Morrisons Ocado Tesco Waitrose -

1 Litre £18 £18 £19.50 £19.50

70cl £15.50 £16 £14 £14.50 £16

Gordon’s Pink 1 Litre 70cl £22.50 £13 £23.50 £16.50 £22 £16.50 £22 £16.50 £16.50

Gordon’s Cucumber 70cl

£16.50 £16.50 £18

PRICE

*Prices accurate of March 13th 2019* The Whisky Exchange also sells Gordon’s Crisp Cucumber flavour for £19.95 making it the most expensive website to buy this flavour from. On the Gordon’s own website, the London Dry gin and Elderflower flavours can be purchased at a price of £16 for a 1 litre bottle of the dry gin, £12.50 for the 70cl size and £13 for a 70cl bottle of Gordon’s Elderslower.

PROMOTION

Gordon’s uses a green bottle to package their gin which is unusual because mostly all clear spirits are packaged in a clear bottle because it shows the purity of the alcohol - glass green bottles are usually associated with Kronenburg or becks beer. Gordon’s gin is distilled many times meaning it is purer than a lot of other gin products on the market and it is this that makes it such an award winning flavour and taste. The boar is their trade mark logo and is used across all Gordon’s products, including their alternatively designed bottle, clear with a rainbow design around the boar, which is used for orders shipped to international countries and was first created for a shipment in Australia.

(Gordonsgin, 2019) Gordon’s very often associate themselves with Schwepps and chose to over a more premium mixer company, like Fevertree for example, because like themselves they are appealing to the masses and like to be affordable for all consumers.

PLACE

Gordon’s is sold in almost all major supermarkets and can be found in bars and restaurants regardless of the demographic location. When in supermarkets, it is often sold at a reduced rate more often than not so paying full price for it is a rarity. This is the same for their second most popular product, Gordon’s PINK, which also differs in price depending on supermarket, size and season of purchase. They are a well known brand and bought into by a range of consumers and it is this that brings two different markets together and makes them so successful. Tennis, music festivals, days out and hen dos are all events where Gordon’s is thought to be present and this gives them amazing exposure to their customer demographic as it makes them even more accessible than they already are.

THE OFFICIAL COLLABORATION

P P

GORDON’S

The social media is very weak and there could be more promotional material for the other flavours and versions they have created, other than just the London Dry and Pink editions. All of the content that is published under the Gordon’s name all follow a similar style of appealing to a middle aged single woman who would rather drink from home or are looking for a partner so often dating and enjoy a classic tasting gin.

The posts themselves all use a flat lay style shot using different garnishes and background colours which does encourage the page overall to look neat and cohesive.

Their catch phrase ‘...Shall we?’ implies it should be enjoyed with friends at social events, however none of the campaigns or advertising shows this, other than 2 glasses of gin and tonic. Their website is very poorly made with little information about the brand, its products and what they stand for.

PRODUCT

P

Gordon’s Elderflower 70cl £13

38

WARNER EDWARDS

COMPETITORS

S O

75.

STRENGTHS

1. Home grown ingredients are used to flavour each product and this element is visually represented through their packaging.

2. Made and produced on a family owned farm.

3. Anything that can’t be grown or produced themselves is sourced from local businesses.

4. They put/plant back double of what they take from the earth - giving back to the land that creates their gin.

WEAKNESSES

1. Still a new brand considering the market is already massively competitive with everyone wanting to create a new type of gin while it’s on trend.

2. Because it was only founded in 2012, the distilling process may still be going through final tweaks and they may not have a lot of knowledge in terms of competitors and what their USP is.

3. They claim to use their gut when creating new flavours and editions to their ranges, but this may be down to personal opinion and mean they are ignoring what is happening in the current market.

OPPORTUNITIES

1. There are massive opportunities for this brand to sell internationally due to their very British approach to the producing and distilling process.

2. Collaborating and releasing products into alternative markets would be a good way for them to broaden their customer demographic and also make them a more recognised gin brand.

3. Attending festivals and days out to boost awareness of their brand on a mass scale.

THREATS

1. The gin industry is highly competitive and congested so coming into the market as a new brand at this late stage may mean that consumers have already become loyal to other brands who offer the same as Warner Edwards does.

2. The heritage aspect can’t be relied on because they were only founded in 2012.

3. Many brands, who don’t have that authentic value, use homage and provenance within their branding too.

4. Due to Britain leaving the EU, distributing this product outside of the EU will be harder because a relationship with another country hasn’t been set up yet and import fees and taxes will be added which may mean an increase in price to the consumer to cover this.

39

BEEFEATER X LEVI’S

76.

W T

COMPETITORS

WARNER EDWARDS

77.

THE OFFICIAL COLLABORATION

40

COMPETITORS

84.

79.

80.

81.

WARNER EDWARDS

78.

82.

83.

41

BEEFEATER X LEVI’S

COMPETITORS

P

Dry Gin Ocado Waitrose Warner Edwards Great Western Wine -

HoneyBee Gin

Elderflower Gin

£40 £40

£33 £33

PRICE

*Prices accurate of March 13th 2019* Warner Edwards are more of a premium gin, because of their pricing, distribution and flavours, but because of this it does restrict them in growing their consumer demographic. Also, because they aren’t as established as Gordon’s they are still able to sell from their own website, meaning they don’t necessarily need to sell via supermarkets if they can keep the funds when customers shop direct.

PROMOTION

the content which is posted considering they should be attempting to engage new consumers. They also not verified on Instagram which does indicate that there is not a constant level of engagement with the posts and with 15.1K followers you would be expected to get more than 10 comments on each photo. Having just released their new limited edition spring blossom flavour to their collection, they have received more engagement due to releasing competitions and something for followers to get excited about, although this product is exclusive to newsletter subscribers.

PRODUCT

All their bottles are beautifully designed in the same mirroring floral print and packaged in wooden nature boxes with packets of seeds to match each flavour accordingly. The colour of each bottle and design also represents the taste of each product, alternating between clear and coloured bottles. They have thorough attention to detail within the thought that goes into the branding and packaging of each product. The box it comes in can be reused as a insect hide, bee’s house or planter and the seeds can be planted to create the ingredients involved in the flavour of the consumers favourite gin.

The flavours they have chosen to include; Elderflower, HoneyBee, Rhubard and now Spring Blossom, are all clearly influenced by their farm like surroundings and shows how the important environment is in the production of their products. Their sizes vary from 5cl, 20cl, 70cl to 1 litre, offering the consumer to try these unique flavours in different sizes so if it is disliked a whole bottle hasn’t be wasted. They offer group guys where numerous flavours can be purchased as a packaged deal as well as smaller selections, glassware and the planter can be purchased. (warnersdistillery,2019)

PLACE

They currently don’t stock in many supermarkets due to them being a small batch brewery and selling, packaging and delivering their products themselves adds a personal touch to their family grown brand.

Waitrose do stock a range of their products, all differentiating in terms of the stores demographic location but this is the only other place Warner Edwards can be purchased in store, other than this they are more accessible online. Based in Harrington, Northamptonshire sets the scene for a quintessentially British product which is heavily influences their products and flavours.

THE OFFICIAL COLLABORATION

P

WARNER EDWARDS

Because of the brand values and provenance of Warner Edwards, promoting it in cities and in more urban locations seems inappropriate because of the strong countryside essence they have given themselves. Marketing in a more suburban area would seem more appropriate due to the packaging of the bottle itself and the fact that their surroundings massively influence the flavours and ingredients of their gins. There is room for improvement on their social media channels due to there not being much consistency around

P

£33 £33 £34

Rhubarb Gin £38 £38 £38

P 42

COMPETITORS

WHITLEY NEILL

85.

43

S O

STRENGTHS

1. The flavours and products are driven from passion and love for the product by the distillers who create each batch.

2. Only the purist water is used to ensure the highest quality product is produced. (REF) 3. They use their heritage and authentic distilling methods with a modern approach to marketing.

4. Beginning in 1762, as a brand, they have stood the test of time and their product line has grown massively since then.

5. They not only have gin products under their name, but vodka too, perhaps because they have similar techniques when adapting flavour and taste.

6. Massively accessible to all types of consumers.

7. Numerous awards have been won for the original dry gin flavour, blood orange flavour and raspberry flavour.

WEAKNESSES

1. Due to their price being high and only being sold in the 1 litre size, it does limit their customer even though their products are sold at mass market.

2. An English gin inspired by South Africa is an unusual combination of heritage and provenance.

3. Each flavour is inspired by a different location around the world, how can they ensure it represents that place to those who actually live there and are surrounded by the ingredients they use and include.

OPPORTUNITIES

1. Opportunities for them to release different size bottles so consumers are able to buy into the other products and try all the flavours available.

2. They currently ship to Ireland, South Africa, USA, South America and the UK (WhitleyNeill, 2019) Many of their flavours are influenced by countries in Europe so having this products available in those places would make sense.

THREATS

1. Lots of other brands have flavoured gins - what makes their flavours better?

2. Other gin distillers use other countries and their crops to inspire their gins at a much lower cost to the consumer, for example; Jj Whitley Gin, Greenalls Gin & Edinburgh Gin.

BEEFEATER X LEVI’S

87.

W T

COMPETITORS

WHITLEY NEILL

86.

THE OFFICIAL COLLABORATION

44

COMPETITORS

92.

WHITLEY NEILL

88.

89.

90.

91.

45

BEEFEATER X LEVI’S

COMPETITORS

P

Asda Morrisons Ocado Tesco Waitrose -

1 Litre £25 £25 £26 £21

Whitley Neill Rhubarb & Ginger 1 Litre £25

Whitley Neill Blood Orange 1 Litre £26 £26

£26 £26

PRICE

*Prices accurate of March 13th 2019* The prices of their products are very similar regardless of where they are sold. However, at each supermarket there was always one flavour which was a little more expensive than the others, but it was random and it was different for each supermarket.

PROMOTION

Their social media content on their Instagram account is fair towards all their products. Each post has consideration, whether this is where particular flavours can be bought, what the flavours were influenced by, flat lay shots with appropriate accessories and short GIF type videos of how each flavour should be enjoyed best. In terms or marketing, they concentrate on their original dry gin the most in supermarkets and in stores. Their POS stands are commonly found in more premium food supermarkets but are only ever selling the original flavour.

PRODUCT

Each bottle visually represents its flavour and origin and all the bottles follow the same branding rules. They do however use a combination of clear and opaque bottles for each product and this doesn’t seem to depend on the flavour. For example; the blood orange flavour has a white bottle with only a small amount of orange colouring on the packaging. Promotional gift packs are available with branded glassware with flavoured gin which does encourage consumers to purchase as they feel as though they are getting more for their money.

Their products are available from: - Amazon - Drinks Supermarket - ASDA - Chesnut House - Booths - Drinks Direct - The Drinks Shop - Harvey Nicols - The Juniper Club - Master of Malt

PLACE

- Morrisons - Ocado - Oddbins - Sainsburys - Saxtys - Selfridges - Tesco - The Whisky Exchange - Spirit Store - Avant Garde

THE OFFICIAL COLLABORATION

P

WHITLEY NEILL

P

Whitley Neill Dry Gin

P 46

FINAL OUTCOMES

96.

93.

OVERVIEW

97.

94.

98.

These are the final shots that will be implemented into the campaign strategies for this product due to them all highlighting different elements of the collection, including both purchasable and promotional products.

95.

47

There are varying elements to the collection due to this being sold at different levels of market. The swing ticket style tag will only be seen when the bottle is sold in more premium department stores like Selfridges or Harrods.

This is because Levis is sold here and gives the product a more premium feel, as well as there being a direct visual link to Levis. The repeat print tab, with the ‘B’ up right will be

BEEFEATER X LEVI’S

used within a more accessible supermarket environment. It will be in stores like Waitrose, M&S or on Ocado that this will be used due to this type of ticket is a more commercial way of informing the customer.

The whole collection, including the box, bottle and glass can only be purchased in Selfridges or Harrods, with just the 70cl bottle and 5cl being available to purchase too. This is to allow those outside of the direct market the opportunity to invest in the collection at a more affordable rate. It is also only these two elements that will be available in the supermarket, branding differently to enable more consumers to invest.

FINAL OUTCOMES

PRESS RELEASE How? Market analysis has proved that the ideal customer for this product are those of generation Y, aged between 25 and 30 due to their lifestyle habits, life stage and financial income.

This product is however not limited to this group of people but influenced by their daily choices and futuristic aspirations and this product has been designed to fit seamlessly into this.

What?

This collaboration was influenced by the archived legitimacy of Beefeater firstly and then by the equally genuine Levis. Bringing them together has resulted in a partnership of true heritage in a bid to bring two diverse communities together and to grow Beefeater as a more established brand within the already highly competitive gin market.

Limited?

The 70cl bottle is available across named stock lists, as well as a 5cl version and branded packaging for each size. All elements within this collaboration have been

Where?

The 70cl size can be purchased without the packaging and glass in Waitrose, M&S and on Ocado, as well as the 5cl bottle which does come in specially designed packaging. If it’s the whole package you’re after, the 70cl size packaged and branded glassware can be purchased from Selfridges or Harrods - until stocks last.

Cost? £18 - 70cl Branded bottle solo £25 - 70cl Branded bottle, packaging & glassware £5 - 5cl Branded bottle & packaging

OVERVIEW

When?

This product is set to be released in the spring, May 3rd 2019.

especially re-branded using the recognisable motifs from both brands for this launch and is limited until the summer of 2019.

What?

70cl gin bottle in collaboration branding 5cl gin miniature in collaboration branding (packaged) 70cl gin bottle in collaboration branding, packaged in wooden drawer with branded glassware.

99.

THE OFFICIAL COLLABORATION

48

FINAL OUTCOMES

101.

102.

100.

104.

49

BEEFEATER X LEVI’S

FINAL OUTCOMES

103.

The campaigns for this will be carefully marketed towards the three main tribes identified through their lifestyle habits, interaction with online media, and shopping choices. The use of real life advertising will be the prominent use of campaign placement due to the majority of the tribes identified not responding as well to online campaigns or through social media channels, influencer engagement or paid promotions. However, the main tribe identified are regular online users so an effort to engagement them initially through social media posts will be paramount.

The campaigns will be released prior to the release date of the product. This is to ensure there is as much excitement as possible about the collaboration, ensure as many people as possible

have been informed about the release, what is on offer to purchase and where. The campaigns will be released with no instruction or speak of the collection on social channels from either brand. This strategy is being used so customers can become aware with the visuals before knowing about the credentials, allowing them to be seen multiple times and the recognisable branding resonating with them making them more inclined to search for information about the collaboration but having to wait for the announcement via social media. This is what will create the excitement prior to the release because it is a very limited product and the need for it to be successful is high. The product line will be available until the end of summer 2019, a short 6 month period with the opportunity for a re-release if the demand is high enough.

THE OFFICIAL COLLABORATION

50

FINAL OUTCOMES POINT OF SALE / LAUNCH EVENT MOCK-UPS

105.

51

BEEFEATER X LEVI’S

FINAL OUTCOMES

107.

110.

108.

111.

109.

112.

THE OFFICIAL COLLABORATION

52

106.

35-45 YEAR OLDS (ANTI-LUXURIANS)

FINAL OUTCOMES

TRIBE MOCK UPS

113.

114.

115.

116.

53

BEEFEATER X LEVI’S

FINAL OUTCOMES

TRIBE MOCK UPS

119.

117.

50-65 YEAR OLDS (BABY BOOMERS)

118.

THE OFFICIAL COLLABORATION

120.

54

FINAL OUTCOMES

PRODUCTS AVAILABLE TO BUY BOTTLE FOR SUPERMARKETS

AVAILABLE PRODUCTS

BOTTLE FOR PREMIUM SUPERMARKETS

121.

55

BEEFEATER X LEVI’S

122.

FINAL OUTCOMES PROMOTIONAL MATERIALS FULL COLLECTION

AVAILABLE PRODUCTS 123.

THE OFFICIAL COLLABORATION

56

APPENDIX

Appendix 1: Anti-luxurians This consumer has children of primary or early secondary school age so the it is much easier for parents to enjoy themselves at home because it means they don’t have to find someone to supervise their children while they are out. They would potentially buy this product because they know how important it is to treat themselves, celebrate small victories and enjoying time together means spending quality time together. Because of their busy regimented lifestyle, online content would be dismissed and ignored. These people use the internet for functionality and like online grocery shopping and take the review section very seriously. This is where a purchase deliberation will be confirmed and answered and not from a promotional social media post.

Appendix 2: Baby Boomers The oldest consumer and most in-direct of all. They may have children still living at home but could also be retired, or are close so are thinking of down sizing their property. Just like those who are aged between 25-30, they don’t spend their money spontaneously, they have savings and every purchase is justified. They pride themselves in their security and management of their finances. In the event of shopping, they do buy more premium products and most likely out of all the consumers would drink at home. When online, they spend their time financially, transferring money, paying bills, researching holidays and gardening.

Similarly to this, they are least likely to be influenced by social media promotion as this is something they either very rarely use or only do it stay in touch with friends and family, rarely posting updates. These are the people who benefit from promotional advertising in the real world; through newspapers, bus stands, telephone boxes, the underground, street art or in supermarket magazines.

57

BEEFEATER X LEVI’S

potentially having dinner but not always. Otherwise it was people who already enjoyed gin because they liked it and not because it was on trend. Older women who stayed with Gordon’s or Bombay Saphire were the most common drinkers of gin and they were not interested in changing their gin preference or experimenting with different mixers or garnishes. The locally made gin brands were the most popular amongst those who did want to try something new and the customers took our advice on what they should be paired with also whether this was a mixer of flavoured tonic, ginger ale, lemonade or soda, or what garnishes accompanied it best and this could be been fresh orange, cucumber, lime or mint. These gins are distilled and produced in Exmore, Dartmore or in Salcombe. Although not incredibly local to us, customers felt more loyal to the brand due to them recognising where it was from and knowing it was closer than other larger distillers which are usually produced in much larger cities. With time, and with confidence in my knowledge of gin, more people did begin to take more interest in what brands of gin we chose to sell, both in the bar and the restaurant, and I was able to help them make their decision based off what flavour they preferred, which gin brands they

asking what variety there was of something, or about a drink in particular to test you on your knowledge. My knowledge of each category grew with time but being under the legal drinking age made it harder for me to understand the more in depth information.

usually stuck to, what food they were having or just off my own personal recommendation and description of it.

Surprisingly many of the older customers, 45+, enjoyed having their gin with their food rather than adopting to have wine like a lot of the other customers that dine with us. Since it was getting more popular, we added more brands to our collection. Gin brands that were more expensive, more versatile in flavour, rare brands from small batch brewers and brands similar to the most popular ones we already sold. It would be these that would replace the previous set of brands because the customers palette was becoming more diverse and they began to understand that drowning a gin with a mixer is not how it should be consumed so choosing to have 1 bottle of tonic for 2 measures of gin.

It wasn’t until I was 19 or 20 that I began to realise how the behaviours and decisions of customers, both in the restaurant and bar, began to change. By this point, I had been working there for 2 years and had a good understanding of what kinds of drinks I enjoyed personally and what mixers went best with what.

This was 3 years ago, and we did not have a range of gins at this point. We chose not to sell similar brands or flavours, as we wanted variety and something for everyone to try, because the type of consumer that dines in The Globe are the late majority and laggards of society. They would potentially chose to have a gin or change their usual preference depending on their occasion or company because this type of consumer is usually the last to engage with a trend or change and look to their early majority and early adopter friends for guidance (Feedough, 2018) There isn’t one specific type of generation of customers that chose to spend their time in The Globe either, customers of all ages, life stages, financial situations and demographic locations all enjoy each others company and the products sold there. In terms of the drinks they bought, it varied depending on why they were with us, whether they were having dinner, celebrating with just drinks or staying in the hotel so just looking for a quiet evening. For as far back as I can remember, before I even knew about gin being able to be on trend, the kinds of people who came in asking for our gin selection were young people,

APPENDIX

Appendix 3: My idea for this project came from my time at the job I have been at for the past 5 years. The Globe is a 16th Century coaching Inn, in Topsham, and is managed by St Austell Brewery. This means they own the building; the staff are employed by them, and the managers are paid by St Austell Brewery to manage the hotel how they wish with their guidance. I did have a previous job within catering before starting here but I was not given the same training or guidance that I got while at The Globe. I began my training within the restaurant, learning how to speak to customers, how to deal with complaints, what it means to manage other team members and how to run a restaurant successfully and professionally. Even though I wasn’t in direct contact with the bar, I was still expected to have knowledge about the wines, beers and spirits that we sold so if customers were having trouble choosing something out of our range of options they hadn’t heard of before, we were able to describe each of them to aid their decision making. We would be tested on this on a monthly basis in the form of a mystery shopper dining with us. They would be required to ask their server questions about particular topics, this could be about food, or drinks,

We never actually received any training about how gin is made, what garnishes and mixers go best with what flavours, or even about the gin brands themselves because St Austell Brewery don’t make gin, they are ale and beer producers and it was our job to up sell their products so didn’t provide training about gin.

Everything I know about gin has come from my own research, talking to my collages and even customers about it and my own intuition and experimentation.

This is why I wanted to create an on-trend gin product, influenced by the lifestyle of a younger consumer who came into The Globe, but wanted something different to the others. Collaborating with a brand they already recognised and trusted meant they were more inclined to try it - regardless if it had a different taste to the original. (Globaldata, 2017)

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58

Absolut. (2019) Andy Warhol Edition Bottle. Absolut. [Online] Available from: https://www.absolut.com/uk/ press/limited-editions/andy-warhol-edition-bottle/ [Accessed on March 1st] Acorn Classification. (2019) Acorn Classification. Acorn Caci [Online] Available from: https://acorn.caci.co.uk/ data/#t15_p1 [Accessed on March 1st] BBC. (2007) Children and drink: What’s legal? News.bbc [Online]. Available from: http://news.bbc.co.uk/1/hi/ uk/6598867.stm [Accessed on March 1st] BBC. (2018) Trump steel tariffs: How do they affect the UK? bbc. [Online]. Available from: https://www.bbc. co.uk/news/uk-44320257 [Accessed on March 1st] Beefeater. (2019) Our History. Beefeater. [Online]. Available from: https://www.beefeatergin.com/en-EN/ourhistory [Accessed on March 1st] Bowers. S. (2016) Supermarket beer sales overtake pubs for first time. Theguardian. [Online] Available from: https://www.theguardian.com/business/2016/sep/26/supermarket-beer-sales-overtook-pub-sales-first-timelast-year [Accessed on March 1st]

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[Online]. Available from: https://www.irishtimes.com/business/business-groups-want-longer-vat-deferral-onuk-imports-after-brexit-1.3790202 [Accessed on March 1st] Cescau, K. (2018) Are todays youth transforming into generation sensible? [Online]. Available from: https:// www.lsnglobal.com/food-drink/article/22794/are-today-s-youth-transforming-into-generation-sensible [Accessed on March 1st] Davies. R. (2019) ‘Low and no’ to extreme craft: the drink trends of 2019. Theguardian. [Online] Available from: https://www.theguardian.com/business/2019/jan/04/low-and-no-to-extreme-craft-drink-trends-2019 [Accessed on March 1st] Davis Boren. Z. (2014) Bigger phones, bigger pockets: fashion retailers redesign trousers for iPhone6 plus.

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Jones. A. (2017) Rising beer prices are turning pubs into an ‘unaffordable luxury’. Independent. [Online].

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Pernod Ricard. (2019) Our Portfolio. Pernod-ricard. [Online]. Available from: https://www.pernod-ricard.com/ en/our-brands/our-portfolio/ {Accessed on March 1st] Reay. J (2019) Digital in Drinks. Rewritedigital. [Online]. Available from: https://rewritedigital.com/2019/01/14/ digital-in-drinks-2019/ [Accessed from March 1st] Rococo. (2019) Our Service. Romseyconservatory. [Online]. Available from: https://www.romseyconservatory. com/service.html [Accessed on March 1st] Sage Publication. (2012) Underage drinking laws reduce future criminal behaviour. Sciencedaily. [Online] Available from: https://www.sciencedaily.com/releases/2012/02/120223183825.htm [Accessed on March 1st] Scholz. L. (2016) Alcoholism and Our Industry: Bar Vets Speak Out. Talesonthecocktail.. [Online] Available from: https://talesofthecocktail.com/wellness/depression-alcoholism-and-our-industry-bar-vets-speak-out [Accessed on March 1st] Staff. V. (2018) Eight Drinks Trend to Watch in 2019. Vinepair. [Online]. Available from: https://vinepair.com/ articles/top-drinks-trends-2019/ [Accessed on March 1st] Stafford. M. (ND) The New Sustainability: Regeneration. Page 9. [Accessed on March 1st] The Distillery. (2019) The Ginstitute London. The-distillery.london. [Online] Available from: https://thedistillery.london/the-ginstitute/ [Accessed on March 1st] Whitley Neill. (2019) Stocklists. Whitley Neill. [Online]COLLABORATION Available from: https://www.whitleyneill.com/stockists/ THE OFFICIAL [Accessed on March 1st]

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