Brief 9 - The Artisan Drinks Company
Brief
Create
an outstanding brand campaign to drive sales for the premium range of Artisan
Drinks within the best bars, hotels and restaurants within the UK &
Australia.
Background/ Considerations
Our story
An
entrepreneur and an artist walk into a bar... No joke, it happened. That’s
where they met top mixologist Mikey Enright. The rest, as they say, is history.
Our team is an eclectic mix of experts within their field, united by a
passionate pursuit of excellence, a bias to challenge the status quo and drive
to make ‘stuff’ happen.
Artisan
offers craft quality inside and out with stylish designs created by
international artist Alan Walsh and outstanding recipes expertly developed by
Mikey Enright, top Australian bar owner and winner of Australia’s best Gin Bar
three years running. After all who better to create mixers that an expert in
craft spirits?
The
team have created four unique premium mixers including: Classic London Tonic,
Skinny London Tonic, Violet Blossom Tonic and Barrel Smoked Cola. Produced
locally in the UK and Australia, each Artisan recipe is made with the finest
natural ingredients.
We
believe that there’s a real opportunity to create a truly premium mixer range
by combining the skills of a spirits expert to create amazing Artisan recipes
and an artist to bring style, colour and character to every bottle.
Market information
All you need to know is
that premium spirits are growing very quickly with craft gin brands at the
forefront of that growth. In general, tastes are changing with everyone
drinking a little less, but a lot better.
Some essential facts:
· +17% global volume of growth of super
premium and craft spirits vs. LY
· +22% value growth of premium gin
market in UK & Australia vs. LY
· +35% value growth of UK tonics market
vs LY
· +20% value growth of Australian mixer
market vs LY
· 34% of spirit drinkers order a
premium mixer every time
· 54% of 18-34 year olds choose high
quality drinks
Artisan Drinks launched
in the UK market in mid-August 2018, with a soft launch in Australia in
September and full launch to follow in January 2019. We know that the best
bars, restaurants and hotels share our desire to innovate and lead rather than
simply follow the crowd and that’s exactly where we want to be.
Brand information
· Our product. Craft quality on
the inside and out, with outstanding artwork and superb all natural recipes
born in a bar not a lab to complement premium spirits;
· Our brand. Innovative, new generation
craft mixer range which brings individual elegance, style and colour to the
conservative mixer category;
· Our attitude. Artisan is a
celebration of the bold, free spirits that add colour and squeeze every ounce
of enjoyment out of life. Why blend in when you can stand out?
The target audience
Customers include top
bars, hotels and restaurants with focus on metropolitan areas.
Influencers include
industry leading bartenders and bar staff, connectors, trendsetters,
celebrities and well-known people.
Our consumers are male
and females, between 21 and 45 years old±adventurous early adopters who
appreciate quality.
Mandatory Requirements
-
We have limited budgets, therefore we want
campaigns rather one-off executions. Finally, don’t be afraid to be different,
remember we are a quality brand with the ethos of ‘Why blend in when you can
stand out'.
-
Any ideas must be original and exciting; we don’t
want to copy or imitate anyone else.
-
Feel free to incorporate the Artisan Drinks logo
and images of our bottles into your work where appropriate. Images of these can
be found in the project pack.
- We like outdoor
advertising because it can be confident and impactful. We’re big fans of
digital, our Instagram, Facebook, LinkedIn and Twitter family is growing
quickly and provides the opportunity to spread our message virally.
Deliverables
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