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:

  1. Insightful consumer and category understanding;
  2. Crystal clear and concise strategy based on these insights;
  3. Inspiringly simple marketing principles that are easy to apply across markets;
  4. The leadership behaviours that galvanise the business to see future opportunities and stop being constrained by the past.

Chapter 1 of our story will explain the unlocking of our fundamental insight: despite the rising popularity of the gin category - or because of it - consumers are confronted with increased complexity and often experience the paradox of choice. This realisation led us to transform our strategy, embracing simplicity in all elements of the marketing mix, and that in turn laid the foundations to grow at an amazing rate.