Subscriber login Close [x]
remember me
You are not logged in.

Pinkster gin unveils new label and campaign

Published:  29 August, 2018

Pinkster gin has unveiled a new brand identity intended to differentiate the premium spirit from other pink gins in the burgeoning sub-category.

The updated packaging, part of a six-figure investment, champions the brand’s use of fresh fruit and features a shortened ‘Made with real raspberries’ tagline.

Rolling out across the entire 70cl, 35cl and 5cl portfolio now, the update marks the first label change since the company was launched in 2013.

At the same time, Pinkster has introduced a new creative campaign focused on 'The Do’s and Don’ts of pink gin’ imagery, with a ‘Real Raspberries. It’s a Pinkster thing’ strapline across advertising, digital and PoS.

“It’s our commitment to fresh fruit that clearly marks us out from our peers - real raspberries are our USP and this is now reflected more vigorously through both our packaging and advertising,” said co-founder Will Holt, adding Pinkster wanted to make a virtue of the fact that its a seasonal product which can only be produced during the summer cropping months.

As a “pink pioneer”, Holt said Pinkster welcomed the recent investment from Beefeater and Gordon’s.

“Promoting pink gin as a sub-category is music to our ears.”

As part of its commitment to sustainability, Pinkster minimises wastage by recycling the leftover gin-soaked raspberries as three natural by-products: Boozy Berries, Gin Jam, and the recently launched Pinkster Royale.

Other innovations include a three litre bag-in-box format, aimed squarely at summer occasions with a 'no-glass policy’.