FAIR. Juniper Gin
FAIR. Juniper Gin, made by macerating Uzbek juniper berries and Keralan spices in Fair Vodka for a week and then distilling. A soft and delicate gin. The juniper berries are sourced from a nature reserve in Uzbekistan, Central Asia. Agriculture is the chief source of income for the mainly rural population, but many farmers live below the poverty line. Fairtrade spices, as the juniper berries, cardamom and coriander, are sourced in the Varganza village, in the region of Samarkand. The Dustkul Bogi cooperative has three main objectives: to increase production, develop the social environment and develop organic production.
FAIR, the World’s first Fairtrade spirits brand, is distributed in the UK by our client, Mangrove UK, which manages over 20 global premium spirits brands. FAIR’s vodka and Café liqueur were launching across Waitrose stores UK-wide at the end of January 2019 and we were tasked with achieving coverage of the launch in consumer media titles.
Timing allowed us to capitalise on Fairtrade Fortnight in February and Mother’s Day including promotion of the perfect serve for an Espresso Martini. We created a consumer media list including features writers of the national press, food and drinks writers from national supplements, lifestyle magazines, bloggers, food and drink publications and Fairtrade publications.
The media list allowed us to prioritise key targets for a direct pitch to sell in the story as well as distribution of samples to key targets. A follow up and phone round of journalists enabled us to personalise the story to their requirements. In addition to an initial news release about the launch, we also followed up with a product mailer targeting Fairtrade fortnight.
Coverage of the launch was achieved in 25 relevant consumer titles both in print and online, with a total potential readership of almost 2.5 million including the BBC Good Food Magazine, the Daily Mirror and the Daily Record.