Looking beyond Greenall's I felt it would be appropriate to look at the wider marketplace of Gin within the UK as this can inform later design processes and encompass an audience perception of the spirit. The UK’s “gin renaissance” has been under way for several years as tastes and drinking habits have changed. It is suggested that the decline of nightclub culture and the shift to eating out and early evening parties has inspired a craft industry of flavoured gins.Gin sales in the UK are expected to top £1bn for the first time this year as younger drinkers supplement their taste for vodka with an article from the Independent reporting More than two in five (42%) Brits aged 18 to 34 have drunk gin in the past 12 months, compared with 27% of over-45s.
Gin’s revival has led to an explosion of micro distilleries in the past few years, including Sipsmith and Sacred in London, that have brought boutique gins to market. This creates a sense of Gin Snobbery within the market with price, status and aesthetic all creating brand connotations that sticks with the consumer. These boutique gins begin to create a hierarchy based on how many botanicals are filtered within the spirit making lower end gins appear inferior. Greenall's stands proud as an everyday gin separating it from these high end boutique variants therefore this should be reflected within my response to the brief, not adhering to this gin snobbery but promoting its versatility for any occasion.
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