Storyboard: Gin pitch sells greens scene to young

Local liquor marketer 42 Below seeks cut-through for its gin brand in a market dominated by multinationals.

THE CHALLENGE:

Spirits company 42 Below has built good brand recognition for the top-end vodka it markets under the company name.

But its other drink - South gin - is less well known.

The challenge was to find a way of marketing gin - a spirit associated with older, conservative drinkers - to younger, affluent consumers.

THE STRATEGY:

42 Below's marketing department - which claims to take its inspiration from Oscar Wilde and Andy Warhol - came up with what at first seems an unlikely sports-based concept: promoting South gin through lawn bowls, polo and hunting events.

The rationale was that these activities are enjoying a surge of interest from younger people, and there was an opportunity to capture the imagination of the retro chic movement of the unconventional groovers - if anyone was going to rediscover gin and make it trendy, they would.

"There is a definite resurgence amongst 25 to 35-year-olds joining clubs and playing bowls," said Bowls NZ marketing manager David Parker.

"They are finding out that bowls is challenging and fun, but above all a very social sport that's easy to learn, and, yes, you can take your gin out to the green."

42 Below managing director Geoff Ross said South's intention was to tap into a sector of the market larger drinks companies could not reach.

"Big companies covet but continually fail to speak to the pop culture, what we call the undercurrent ... The whole anti-multinational, anti-Coke thing is still bubbling away."

THE EXECUTION:

Ross, himself a former ad man, said traditional advertising was not the way to connect with the young, influential people South was trying to reach.

Instead, the company invited up to 50 hand-picked members of the liquor industry to its bowls, polo and hunting events.

The functions follow a non-conformist theme Wilde and Warhol would be proud of.

The third rule of the South Gin Hunting Club charter states: "The club shall at all times uphold its members' basic right to sit at the top of the food chain aiming a gun at those not quite so high up."

The South Gin Polo Club charter reads: "The club has been formed to encourage a more Jilly Cooper-style existence amongst the masses ... "

THE RESULTS:

While only a few club days have been held around the country since the concept was launched in February, Ross says he is pleased with how they have helped raise the profile of the South brand.

In fact 42 Below is planning to export the idea along with its product - South Gin Lawn Bowls Association functions are being planned for Melbourne and Sydney.