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Article: THIS GIN IS FOR PEOPLE WHO DON'T LIKE GIN; New brand is cultivating star-studded cachet to win over drinkers who hate the taste.(News)
- Article from:
- Advertising Age
- Article date:
- June 18, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JEREMY MULLMAN
jmullman@adage.com
Spirit brands launch with unusual brand propositions all the time, but superpremium Right Gin has a new one: disdain.
"We hate gin, and so do most people,'' said Cory Isaacson, part owner of the $40-a-bottle brand making its debut in Las Vegas, with launches in Boston, Chicago and New York set for later this year. "People see you drinking gin, and they say, `What? Gin sucks.'''
So Mr. Isaacson and his business partner, W. L. Lyons Brown-a former Brown-Forman executive who is a descendent of that company's founder-set about using premium botanical ingredients, distilled separately, to make a ...