Creating brand and business transformation: Awakening a sleeping giant

Explains how, in ten years, Gordon’s Distilled Gin, an alcoholic drinks brand, reversed its decline by discovering new insights and changing leadership behaviours in the UK.


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

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