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.
What is provenance?
Is it as important as it once was?
How do you create provenance and how does it assist in brand building?
Do you need it?
How does it help and how do we use it?
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….?
The importance of people for your new brand (i.e. within you organisation and outside)
How can you develop a strategy based on the people you are targeting?
My conclusions utilising Whitley Neill & the newer brands…