How diversity can build brand equity for Gin Brands - Ginposium 2025
Vicky Ilankovan Equal Measures
In today’s competitive spirits market, diversity isn’t just a social imperative, it’s a business-critical strategy for building brand equity. Vicky Ilankovan, Executive Director of Equal Measures, delves into how embracing diversity can empower gin brands to stand out, foster loyalty, and drive long-term success.
Diversity within the gin industry can take many forms: from inclusive hiring practices and diverse leadership teams to ensuring authentic representation in marketing campaigns. By reflecting the values and identities of an increasingly global and multicultural consumer base, brands can establish deeper emotional connections with their audience. Vicky highlights how brands that champion diversity often inspire greater trust, broaden their appeal, and differentiate themselves in a crowded market.
Moreover, incorporating diverse perspectives into decision-making fosters innovation—whether through unique flavour profiles, creative storytelling, or strategic market positioning. Vicky also addresses the risks of inauthenticity, emphasising that true equity goes beyond surface-level representation.
Her talk will share actionable insights on embedding inclusivity at every level, supported by case studies of brands that have successfully aligned diversity with business goals. Attendees will leave inspired to not only make an impact socially but also to future-proof their brand in an increasingly conscious marketplace.
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.