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Innovation – diversification or distraction?

Ben Ellefsen

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)


Ben Ellefsen
Atom Brands

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
In summary

That Boutique-y Gin Company?
“Freethinking with every bottle!”
Who is behind TBGC?
Our labels
Collaborations
Own Recipes
Bespoke bottlings
In summary

Ben Ellefsen
MD
Atom Brands
ben@atombrands.com
Liz Thomas
Bespoke Bottlings Partner Manager
That Boutique-y Gin Company
elizabeth.thomas@boutiqueygin.com
David T. Smith
Gin Chap
That Boutique-y Gin Company
david@summerfruitcup.com