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Ukiyo creates cherry blossom campaign

Drinksology Kirker Greer-owned Ukiyo Spirits has unveiled its Stir the Senses campaign for Japan’s cherry blossom season.

The campaign aims to raise awareness of Ukiyo’s spirits range

The campaign, seen on social media through a series of long and short form videos, presents the brand’s gins and vodka in a scene of nature alongside cherry blossoms (also known as sakura flowers).

The expressions, which are made in Chiba, east of Tokyo, with Japanese ingredients such as rice, yuzu and cherry blossom, are said to ‘stir the senses’ with each sip.

Ali Pickering, chief marketing officer at Drinksology Kirker Greer, said: “Our insights tell us that consumers are looking to discover new experiences, and Asian influence and provenance are bang on trend, which is important as we look to add premium value and keep the category energised.

“As such, our hero campaign visual invites consumers to embark on a journey into the enchanting world of Ukiyo and how [with] the gentle embrace of an ancient land, each droplet of Ukiyo carries the weight of centuries.”

Along with social media, the campaign will run on user-generated and influencer content, as well as in-store and online activations with selected UK retailers.

Ukiyo’s Tokyo Dry gin, Japanese Blossom gin, Yuzu gin and Japanese Rice vodka will all feature in the campaign.

The brand’s name translates to ‘floating world’ and its ingredients are typically found in the mountains and along coastlines of Japan.

Drinksology also owns stout-finished spirit Born Irish, which also recently unveiled a campaign, but for St Patrick’s Day.

At the end of 2023, the company pledged to invest millions of pounds over the next three years to support its growth in the UK and Ireland.

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