Rémy Cointreau has revealed a fresh look for The Botanist gin as part of its latest marketing push that seeks to focus on “the now”.
The revamped appearance of the brand features a change of colour palette and font, alongside the ‘All We Need Is Now’ activation. The campaign, which was created in partnership with marketing agency The Elephant Room, will run in all of The Botanist’s markets and aims to encourage consumers to “live for the moment”.
“This repositioning marks an exciting new chapter for The Botanist as we look to capture the attention of a global audience,” said The Botanist’s global marketing director, Gareth Brown. “We’re not just refreshing our look; we’re evolving to meet the desires of modern luxury consumers … .
“By tapping into the ‘All We Need Is Now’ mindset, we aim to … solidify our position as a leading super-premium gin worldwide.”
Rémy Cointreau acquired the Bruichladdich Distillery Co, which owned The Botanist alongside its namesake and Port Charlotte single malts, in 2012.
Two years ago, the group launched a GTR-only extension of The Botanist at an ABV of 51.5%.
