And when companies create a remarkable experience, people share those as well. The company has since played a significant role in the resurgence of artisanal gin distilling. Traackr allows us to collate all relevant influencer information to use in a scalable way so that we can sense-check what is working, learn from it and apply that knowledge to international markets helping guide those local teams. His 20-year professional career included leadership positions at McDonald’s, Discover and Humana in the fields of customer experience, marketing, social media and customer service. They donât want to change us other than to help us grow internationally. For instance, at the beginning of the year we hosted Hot Gin Roof at Ham Yard Hotel in London. We donât go after people just because theyâve got a lot of followers. There are lots of haters out there talking negatively about brands on social media and it’s really hard to stop them. We hold this view whether itâs someone buying our gin or someone who creates content about us. His 20-year professional career included leadership positions at McDonald’s. Sipsmith London Cup is a sublimely sippable punch crafted from our award-winning London Dry Gin, infused with tea, borage, lemon verbena and a host of other botanicals. Acquired in late 2016 by Beam Suntory, the worldâs third-largest distiller by sales, Sipsmith still operates from its west London distillery creating small batches of gin by hand. The longer the relationship the more you get to know one another and the more creators come up with creative suggestions. At a neighborhood festival in Chicago, Sipsmith set up a tasting tent that was anything but traditional. Itâs more about other people sharing our stories. What Iâm keen to do is get more people thinking. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant. Particularly those interested in craft, provenance and artistry. We also like to support up-and-coming influencers because weâre still a startup. We genuinely believe that if weâve got something interesting to share, and we give people content which is useful theyâll want to talk about it. Sipsmith was granted the first small-scale distilling licence for nearly 200 years in 2009, paving the way for an explosion of craft gins. People with a genuine love for it who are talking about authenticity and the importance of quality in gin making.
[SM] Influencer marketing and word-of-mouth marketing are absolutely central to everything that we do at Sipsmith. Most people there didn’t even know there were three different kinds of tonics: a standard tonic, an Indian tonic, and a Mediterranean tonic. So, our customers caught a glimpse of what to expect from their evening a few days in advance and, in turn, share these posts with their friends and family online. The rise of craft gin pioneer Sipsmith and its vision for the future Sipsmith’s global marketing director Kate Moorcroft maps out the premium gin’s journey and how 10 years on the brand is ready to “supercharge” from a benchmark brand to a leader in its own right. This technique works both ways: For people who taste and enjoy the new spirit, there is a high likelihood that they will break the inertia of buying the same brand every time and become the company’s newest customer. It takes time. With liquor, that can often be $50-$100 for a nice bottle. But Sipsmith added one more personalization element that importantly promoted sharing on social media, or the often-elusive word-of-mouth marketing. So, we worked on ways to harness our influencer community around that cocktail. The local markets write the strategy with us and they then execute their local plans. We believe a story shared from the heart is a lot more authentic than a story shared under duress. Itâs more about building relevance and credibility. The number of different combinations – more than a billion in all – provided a level of personalization that many brands strive for but few achieve.
Stop motion animation felt like the perfect way to tell the Sipsmith story as the skilled craftsmanship behind the creation of the film (with no detail overlooked, however small) resonated with our commitment to handcrafting Sipsmith Gin…
READ MORE: Sipsmith on why after 10 years it’s ‘supercharging’ its brand. Sign up to get new case studies, invites to our events and our monthly influencer marketing newsletter.
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If weâre ticking those boxes, thatâs how weâll continue to do it. Previous roles include overseeing influencer relations at leading agency, Ketchum, and serving as the newswire product manager, EMEA at PR Newswire.