Case study

Ramsbury: Festive In-Store Sampling

Ramsbury Gin is a distillery located in Wiltshire, known for producing high-quality gin and vodka. Their motto, “Dare to be delighted,” reflects their commitment to innovation and excellence in the spirits industry.

The brief

The primary objective of the campaign was to strengthen brand awareness, particularly during the bustling Christmas and New Year shopping season.

Ramsbury: Festive In-Store Sampling gallery image

Mechanics

Our strategy revolved around conducting in-store demonstrations at select Waitrose locations.

The key components of the plan included coordinating promotional staff for these demonstrations, conducting training sessions for both the brand ambassadors and Ramsbury representatives, scheduling demonstration dates with Waitrose Stores, and deploying one brand ambassador per location for seven-hour shifts to offer samples of Ramsbury Gin.

The campaign targeted nine Waitrose stores that were near the distillery, including stores in Abingdon, Andover, Marlborough, Melksham, Newbury, Salisbury, Swindon, Wallingford, and Wantage. This selection was made to leverage the brand’s connection with the local community, which was further amplified by Ramsbury’s offering of educational tours and gin-making courses at their site.

Results

The campaign surpassed our expectations and provided us with valuable insights into consumer preferences and behaviours. We were able to gather information about preferred food pairings, which enhanced our brand’s understanding of our customers. Additionally, we sold a total of 95 bottles of Ramsbury Gin across all nine Waitrose locations.