CLIENT - SLINGSBY GIN FOR UNDERSCORE
ROLE - CREATIVE BRAND MANAGER

Slingsby Gin

IN BRIEF

Restoring the Spirit of Harrogate

The project involved naming, branding, and product design for a new spirit company based in Harrogate. The inspiration came from the locale's rich stories, characters, and qualities, resulting in the name ‘Spirit of Harrogate Limited’ for the parent company and 'Slingsby Gin' for its inaugural premium product.

APPROACH

To position the new product within the competitive gin market, extensive research was conducted to identify a unique niche that aligned with the client’s premium sales goals. The name 'Slingsby' was derived from William Slingsby, a notable figure in Harrogate and founder of the renowned Tewit Well. This connection embodies the themes of relaxation, socialising, and holistic restoration associated with Harrogate’s famous restorative waters.

The heritage-inspired identity of 'Slingsby Gin' was brought to life with a blue and copper bottle design, reminiscent of vintage apothecary shops. This design choice highlighted the spirit's traditional values and medicinal history while appealing to contemporary gin enthusiasts.

RESULTS

The launch of 'Slingsby Gin' achieved significant market traction, with sales considerably surpassing initial projections. The brand quickly made an impact within the growing gin category, receiving multiple awards for both its design and product quality. This success facilitated the development of an expanded range of variants and a growing media presence.

Following the initial product launch in 2016, 'Slingsby Gin' secured key placement deals with Co-Op, The Botanist, York Ebor Racing Festival, Royal Ascot, and the PGA Championship. Yearly turnover exceeded expectations, surpassing £10 million in the first three years in market, with a remarkable year-on-year growth of 147%.

Brand Partnerships – Highlights

• Hotel Du Vin - Brand Experience
• Morrisons - Product Delivery
• Leeds Rugby - Partner
• British Lions Rugby - Sponsor
• British Fashion Awards - Partner
• Attitude Awards – Partner

Awards – Highlights

• World Gin Awards 2017
• Best Ultra-Premium Design - Gold Medal, Slingsby Gino
• Design - Gold Medal, Slingsby Gin Navy Strength
• Global Gin Masters 2016
• Gold Medal - London Dry Gin, Ultra-Premiumo
• Gold Medal - Rhubarb Gin
  

BRAND IN ACTION

With a growing taste for travel, Spirit of Harrogate oversaw an ambitious events programme for the Spring and Summer seasons of 2019. The Slingsby Garden was born ready for Chestertons Polo in the Park, Slingsby cocktails were enjoyed at the star-studded Serpentine Summer Party and guests at the BMW PGA Championships watched Rudimental on the Slingsby Showstage.

Team Slingsby set sail at Cowes Week, one of the oldest and most respected regattas in the world, as Official Gin of Cowes Week and Ladies Day sponsor. A night of glitz and glamour was served, providing Slingsby cocktails at the Attitude Awards. All capped by the British Fashion Awards, where celebrities quaffed Slingsby Gin and Tonics, whilst enjoying a spectacular show celebrating outstanding contributions to the fashion industry.

Back on their home turf (good old Yorkshire!), some fantastic experiences were created at local events and venues. A replica of the head office/store was erected at the Harrogate Spring Flower Show, and at The Great Yorkshire Show, a Slingsby bar and chill out area were prepared while a gigantic Slingsby ferris wheel was installed. Taking over the fashion lawn at York Racecourse Ebor Festival was a particular highlight, as was serving even more cocktaild as a 2019 sponsor of the Leeds Rhinos at the opening of the new Headingly Stadium, and partnering with The Ivy Leeds for their Pride Brunch.