Innovation – diversification or distraction? - Ginposium 2018
Ben Ellefsen ATOM Brands
Innovation – Is diversification in the gin industry an aid to building consumer interest (and sales), or a distraction and diversion from sales of a brands key product. (with samples)
Agenda
- Ableforth’s
- What is Ableforth’s?
- A brief brand history
- Bathtub Packaging Evolution
- The Challenge
- The Brief to our in-house NPD team
- The Outcome
- 2018 Bathtub Gin Campaign launch
- “Our gin starts where others finish”
- #accomplishedspirit Campaign
That Boutique-y Gin Company?
- “Freethinking with every bottle!”
- Who is behind TBGC?
- Our labels
- Collaborations
- Own Recipes
- Bespoke bottlings
Ben Ellefsen
MD, Atom Brands
ben@atombrands.com
The views and opinions expressed in this presentation are those of the individual contributors and do not necessarily reflect the views or position of The Gin Guild.
Presentations are provided for general information and were accurate to the best of the speakers’ knowledge at the time of recording. The Gin Guild does not accept responsibility for any errors, omissions or inaccuracies, nor for any actions taken in reliance on the information provided.