Berry Bros & Rudd experienced double-digit growth worldwide for No.3 London Dry Gin in 2020.
In the 12 months from 14 December 2019 to 14 December 2020, sales of No.3 Gin rose by 27% globally compared with the previous 12 months.
Sales in Germany were particularly buoyant this past year, up 70% year on year.
Italy also reported strong double-digit growth with a 45% increase in sales, while the US and the UK both reported a 35% spike.
The gin brand’s success was attributed to No.3 Gin’s efforts to reach more consumers this year who have responded ‘really positively to the new pack, creative and platform’. Berry Bros & Rudd unveiled a new bottle design for No.3 Gin, along with a new campaign, titled The Art of Perfection, in 2019.
The new hexagonal bottle shape was designed by Stranger & Stranger, chosen to represent each of the six botanicals in the No.3 Gin recipe.
The Art of Perfection campaign was inspired by the distilling artisans behind No.3 Gin. Working with a scientific photographer, the brand examined and captured crystallised elements of the award-winning liquid under the microscope (x40). This revealed an ‘incredible abstract world – a dramatic landscape of colour within the finer details’.
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Author: Melita Kiely