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 gin'; we needed to graduate from start-up, to a leading gin brand of preference.

In other words, it was time to level up to compete with big boys like Gordon's and our closest competitor, Hendricks.

But most importantly, we needed to do that with integrity, because Sipsmith would never for a minute do things the easy way, if...

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