Morgan x Piston Gin is Infused with an Unexpected Ingredient
Michael Hemsworth — January 8, 2021 — Marketing
References: pistongin & thespiritsbusiness
The Morgan x Piston Gi is a new offering created in partnership between The Morgan Motor Company and the Piston Distillery that will offer avid spirits enthusiasts and automotive fans alike with a libation to try out.
The spirit is made with ash wood shavings that have been sourced from the surplus wood that is used in the construction of the body-supporting frame for every Morgan car created. This is reported to deliver an exceptionally crisp and delicate flavor that is perfect for enjoyment with ginger ale and fresh blackberries.
Head of Marketing for the Morgan Motor Company Toby Blythe spoke on the new Morgan x Piston Gin saying, "Ash wood forms one of Morgan’s three core materials, alongside aluminium and leather, and as such is intrinsic to our coach-building identity. When we worked with the expert distillers at Piston Gin – who are based just down the road from us, in Worcester – we were curious to find out how this material could be infused with their acclaimed gins. The result, we believe, speaks for itself.”
The spirit is made with ash wood shavings that have been sourced from the surplus wood that is used in the construction of the body-supporting frame for every Morgan car created. This is reported to deliver an exceptionally crisp and delicate flavor that is perfect for enjoyment with ginger ale and fresh blackberries.
Head of Marketing for the Morgan Motor Company Toby Blythe spoke on the new Morgan x Piston Gin saying, "Ash wood forms one of Morgan’s three core materials, alongside aluminium and leather, and as such is intrinsic to our coach-building identity. When we worked with the expert distillers at Piston Gin – who are based just down the road from us, in Worcester – we were curious to find out how this material could be infused with their acclaimed gins. The result, we believe, speaks for itself.”
Trend Themes
1. Surplus Material Utilization in Food and Beverage - Innovative use of surplus materials, like the wood shavings used in the Morgan x Piston Gin, can create unique flavors and sustainability opportunities in the food and beverage industry.
2. Collaborative and Cross-industry Partnerships - Partnerships between companies in different industries, like the partnership between The Morgan Motor Company and the Piston Distillery, can lead to unexpected product innovations and expanded customer bases.
3. Nostalgic Branding and Storytelling - Utilizing the history and materials associated with a brand, as evidenced by the use of ash wood shavings in the Morgan x Piston Gin, can create excitement and interest among customers looking for unique and authentic products.
Industry Implications
1. Automobile Manufacturing - Automobile manufacturers can explore new revenue streams and sustainable practices by partnering with companies in the food and beverage industry to repurpose surplus materials, like wood shavings, into unique products.
2. Distillery - Distilleries can experiment with unusual ingredients and materials, as demonstrated by the use of ash wood shavings in the Morgan x Piston Gin, to create distinctive and memorable spirits that stand out in a crowded market.
3. Food and Beverage - The food and beverage industry can benefit from utilizing surplus materials, like wood shavings from automobile manufacturing, to create sustainable products with unique flavors and stories that appeal to customers looking for something different.
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