Biography: Johnny Neill founded Whitley Neill Gin in 2005 and it has developed into the UK’s No.1 premium gin. More recently he has gone on to launch 3 other successful premium spirits brands – Samuel Gelston’s Irish Whiskey, the Berkshire Botanical range and Mary-le-bone gins.
He has 8 generations of distilling family behind him and his brands are distributed in over 100 countries – they have won numerous accolades including World’s Best Gin at the International Wine & Spirits Competition amongst many others.
Tasting: Launching new spirits brands into a crowded marketplace.
Provenance:
What is provenance?
Is it as important as it once was?
How do you create provenance and how does it assist in brand building?
Market Data:
Do you need it?
How does it help and how do we use it?
USP’s:
Do you have an USP?
How do you find it?
Do Awards help with your USP?
Packaging & Design:
My experience with Whitley Neill & its evolution demonstrating how important this is for a new product.
Examples of my learnings
On-trade v Off-trade v Direct to consumer:
Is the on-trade still important for brand building?
Channel strategy, i.e. Which channel should I launch my new brand in and what support does it need….?
People:
The importance of people for your new brand (i.e. within you organisation and outside)
Trade/Buyers/Consumers.
How can you develop a strategy based on the people you are targeting?
Conclusions:
My conclusions utilising Whitley Neill & the newer brands…