Sipsmith: Crossing the Chasm

Sipsmith, a gin brand, grew penetration in the UK with its campaign We Make Gin, Not Compromises.

Executive Summary

The beginning of Sipsmith marked the rise of a modern-day gin-aissance, and the two are not a coincidence.

In spearheading the craft movement, we built a strong and vibrant category around us. But we also risked becoming just another 'craft...