Fruit gin Verano gets marketing push

William Grant & Sons has launched a marketing campaign to support its new Verano fruit-flavoured gin.

The campaign positions Verano as a “premium yet accessible” gin

The Scottish spirits group unveiled Verano, a gin made with Spanish fruits, early last month. The brand is currently available in two flavours: Watermelon and Lemon.

While highlighting the brand’s Spanish influence, the multi-channel campaign positions Verano as a “premium yet accessible gin” with a “fun-loving energy”. It has been developed by creative agency Space.

“We’re on a mission to transform the gin category by appealing to people who are either gin dabblers or who have never tried the spirit before,” said Kayleigh Johnson, Verano distiller at William Grant & Sons.

“The idea of having a gin and tonic is so rigid, but we’re actively breaking this mould by making Verano perfect for sharing across any occasion with any mixer.”

Jason Nicholas, managing partner at Space, added: “Our chief objective was to create a visually impactful launch campaign that supported Verano’s position as a colourful and accessible gin.

“We believe this work will cut through a crowded market of gin brands and position Verano as a gin that breaks away from category conventions.”

Verano joins million-case brand Hendrick’s in William Grant & Sons’ portfolio. Earlier this month, the group unveiled its first low-alcohol ‘spirit’: Atopia.