The Harmonist Rhubarb & Ginger Gin Features an Eye-Catching Label
Michael Hemsworth — October 24, 2020 — Marketing
References: spar & conveniencestore
The Harmonist Rhubarb & Ginger gin has been launched by Spar in the UK in tandem with its latest rebranding effort that will help to keep the spirits relevant for modern shoppers. The eye-catching branding highlights the 10 botanicals that are used to create the spirit and also includes the signature of master distiller Louise Hayes to enhance the artisanal feel of the product. The bottles themselves have a thicker, heavier base than the previous iteration along with a cork topper instead of a screw cap to enhance the modern appearance.
Brand Manager Adam Georgiou spoke on the rebranding and The Harmonist Rhubarb & Ginger gin saying, "The gin category has seen rapid growth in recent years as consumers respond to the innovating variations available. Gin is the most popular white spirit in the UK and as own label gin accounts for 21% of the market share, we felt it was the right time to rebrand the SPAR premium gin range as ‘The Harmonist’ range. In addition, Rhubarb and Ginger is now the third most popular gin flavor and grew 18% in value over the last 12 weeks. We have always had great reviews on the liquid quality in our own label gins and the new label, brand name and bottle design brings it all more in line with the market and as a result SPAR stores can maximize sales."
Brand Manager Adam Georgiou spoke on the rebranding and The Harmonist Rhubarb & Ginger gin saying, "The gin category has seen rapid growth in recent years as consumers respond to the innovating variations available. Gin is the most popular white spirit in the UK and as own label gin accounts for 21% of the market share, we felt it was the right time to rebrand the SPAR premium gin range as ‘The Harmonist’ range. In addition, Rhubarb and Ginger is now the third most popular gin flavor and grew 18% in value over the last 12 weeks. We have always had great reviews on the liquid quality in our own label gins and the new label, brand name and bottle design brings it all more in line with the market and as a result SPAR stores can maximize sales."
Trend Themes
1. Premium Own-label Brands - The trend of premium own-label brands is on the rise with The Harmonist rebranding as a clear example of a company shifting towards this segment to appeal to modern shoppers.
2. Artisanal Spirits - The rise of artisanal spirits, as exemplified in The Harmonist Rhubarb & Ginger gin's branding highlighting its 10 botanicals, presents opportunities for distilleries looking to capture the interest of consumers seeking unique and high-quality spirits.
3. Innovative Flavors - The continued growth of innovative flavors within the gin market, as seen with the popularity of Rhubarb and Ginger, creates an opportunity for gin makers to experiment with new and unique flavor combinations to differentiate themselves in an increasingly crowded market.
Industry Implications
1. Retail - The rebranding efforts of The Harmonist gin from SPAR highlight the importance of keeping up with modern shopper trends, offering retailers the opportunity to attract more customers by adapting to changing tastes and preferences.
2. Distilling - The Harmonist Rhubarb & Ginger gin's emphasis on artisanal techniques and unique botanicals presents an opportunity for distillers to experiment with new techniques and ingredients to create high-quality, premium spirits.
3. Beverage - The ongoing trend of innovative flavor combinations in the gin market creates opportunities for beverage companies to embrace new flavors and develop unique branding strategies to capture the interest of consumers looking for something different in their spirits.
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