Campari aims to appeal to the super-premium gin market with a new product by the name of O'ndina, which is prepared with fresh basil and more than a dozen Italian botanical ingredients.
In terms of taste, the alcoholic product is said to be herbaceous, refreshing and best prepared with a Mediterranean tonic, Negroni or neat or over ice. Some of the notes that can be found in the gin include citrus and pepper, alongside basil sourced from Liguria. The small-batch gin product is crafted in Italy and is said to take cues from the "glamour and carefree spirit" of the 1960s Italian Riviera.
The product is intended to appeal to foodies and travel lovers, especially as the popularity of gin spirits only continues to grow in the UK.
Herbaceous Botanical Gins
Campari's Ultra-Premium O'ndina Gin Boasts Basil and 19 Botanicals
Trend Themes
1. Super-premium Gins - Disruptive innovation opportunity: Develop ultra-premium gins using unique and diverse botanical ingredients to cater to the growing demand for high-quality gin beverages.
2. Herbaceous Flavors - Disruptive innovation opportunity: Create drinks and food products that incorporate herbaceous flavors, such as basil, to cater to the increasing consumer interest in botanical-infused products.
3. Gin Tourism - Disruptive innovation opportunity: Offer travel experiences and tourism packages that revolve around gin distilleries and the exploration of different gin flavors and production methods.
Industry Implications
1. Alcoholic Beverages - Disruptive innovation opportunity: Develop new and innovative alcoholic beverages, particularly gin, to meet the changing preferences and desires of consumers.
2. Hospitality and Travel - Disruptive innovation opportunity: Introduce unique travel experiences and hospitality services that capitalize on the growing interest in gin and botanical-based products.
3. Food and Beverage - Disruptive innovation opportunity: Create food and beverage products that include herbaceous flavors, inspired by the rise in popularity of gin and botanical-infused drinks.