THE CHALLENGE

Plymouth Gin, distributed and marketed by global alcohol company Maxxium, is a multi-award winning gin that has received international acclaim and experienced strong growth in demand over recent years.

But despite its international reputation, the product was little known in the Australian market until Maxxium engaged ICON to help launch it in the Australian market and drive consumer trial and uptake of it.

THE SOLUTION

As a new brand entering the market, ICON developed an innovative and creative launch strategy designed to create cut-through in the crowded Australian drinks market and to provoke media interest in the newly launched brand.

A range of media categories, including business, marketing, lifestyle and beverage media, were essential to the launch. To reach each of these media audiences, ICON organised a media event at Sydney’s plush W Hotel to introduce the new drink to key journalists and the city’s top bartenders.

The launch event was followed by a series of individual tastings and one-on-one interviews with Plymouth Gin’s global brand ambassador, who visited Australia for the local launch, which allowed journalists to fully experience the new drink.

THE RESULTS

ICON played a key role in the successful launch of Plymouth Gin in Australia, and as the focal point of the media relations campaign, the launch event at the W Hotel helped grab the attention and interest of the Australian media with significant publicity generated on a national basis.