Last night in London kilts and headdresses collided as two very distinct worlds united. It’s hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind Ballantine’s Brasil have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
The launch is part of Bombay Sapphire’s strategy to “premiumise the G&T drinking experience”.
The glasses are to be seeded nationwide with over 30,000 glasses going into the on-trade. The launch will be supported by outdoor advertising to encourage the brand’s target 25-34 year old ABC1 audience to try the “Ultimate G&T”.
Consumers can also get their hands on the Balloon Glasses via an off-trade gift with purchase promotion that is running in the convenience channel. By purchasing a large bottle of Bombay Sapphire, consumers can claim to free glasses at www.drinksmadeeasy.co.uk.
Bombay Sapphire is currently experiencing MAT Volume growth of + 16.7% and MAT Value growth of + 30.1%* in the on-trade.