Introduction
In 2008 in Great Britain, Gordon's Distilled Gin1, the largest gin brand, was facing a yearly decline circa -3%2. Today, it is growing at an amazing rate of +74%, which is faster than any other big, international gin brand3.
Turning around a long-term decline never happens by chance. We will demonstrate how applying four specific principles delivered this incredible commercial impact:
- Insightful consumer and category understanding;
- Crystal clear and concise strategy based on these insights;
- Inspiringly simple marketing principles that are easy to apply across markets;
- The leadership behaviours that galvanise the business...