Thirst creates new Travel Retail Exclusive, Hebridean Strength, for The Botanist Islay Dry Gin
Perfectly balanced and progressively distilled, The Botanist’s success to date was from a single expression of its premium Islay Dry Gin. Beverage specialist creative agency Thirst were tasked to strengthen and amplify the brand through their first step into innovation, inviting conscious gin lovers to explore the signature blend of 22 island botanicals opening at the higher strength of 51.5% ABV, available exclusively in Global Travel Retail.
This new edition needed a powerful idea, expression and activation to reflect the distilling expertise that not only achieves its higher strength, but also its richer texture and bolder botanical flavour. Designed for those looking to indulge and amplify classic gin cocktails, Thirst positioned the new proposition as The Botanist, Only Bolder to unlock a deeper expression of Islay essence.
A rich blue borrows from navy strength cues and the name, Hebridean Strength, speaks of its characterful Islay origins. Presented next to core in GTR, the advertising adapts The Botanist’s botanical pattern to communicate flavour differences, while welcoming interactive displays expand on the provenance. The result is bolder, richer, deeper, but still inimitably The Botanist.