Gordon's Many Evenings In Campaign Spotlights At-Home Drinking
Laura McQuarrie — November 27, 2023 — Marketing
References: gordonsgin & fabnews.live
Gordon’s set the standard for classic London Dry Gin and as one of the world's biggest-selling gin brands, Gordon's is now positioning itself as the choice for at-home drinking occasions with Many Evenings In. This campaign showcases a range of casual, social moments that unfold at home, including everything from dinners with friends to house parties and chats in the kitchen—and all of these occasions are enjoyed over a Gordon’s & Tonic.
A surge in at-home drinking has been fueled by escalating prices, the allure of sipping drinks from the comfort of home, and mixology skills refined during the pandemic, prompting more individuals to craft drinks exactly the way they like them within familiar walls.
A surge in at-home drinking has been fueled by escalating prices, the allure of sipping drinks from the comfort of home, and mixology skills refined during the pandemic, prompting more individuals to craft drinks exactly the way they like them within familiar walls.
Trend Themes
1. Escalating Prices of Alcoholic Beverages - Rising costs of alcoholic beverages are driving consumers to opt for at-home drinking experiences.
2. Growing Demand for At-home Mixology - Consumers are honing their mixology skills during the pandemic, leading to an increased desire to create personalized drinks at home.
3. Socializing at Home - The trend of at-home drinking is complemented by social moments that occur within familiar settings, such as dinners, house parties, and casual kitchen chats.
Industry Implications
1. Alcoholic Beverage - The alcoholic beverage industry can capitalize on the trend of at-home drinking by offering innovative products and experiences that cater to consumers' preferences within their own homes.
2. Home Appliance - Home appliance manufacturers have an opportunity to create products that enhance the at-home drinking experience, such as smart cocktail-making devices or innovative barware sets.
3. Online Liquor Delivery - The rise in at-home drinking presents an opportunity for the online liquor delivery industry to adapt and provide efficient and convenient ways for consumers to have their favorite drinks delivered to their doors.
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