THE BOTANIST TACKLES THE US MARKET
While the brand was adversely affected by the Covid-19 pandemic in Europe and Travel retail, the brand continued to capture market share in the United States. In this market, where gin is only just beginning to take off, it has recorded excellent growth. Asia’s strong recovery following the nosedive in early 2020 was also beneficial. All around the world, The Botanist has enjoyed significant growth in the e-commerce and e-retail channels.
Building on the success of "Wild – A State of Mind", The Botanist continued to roll out the campaign in strategic markets and on global social media. The pandemic has enabled the brand to accelerate investment in digital communication, with particular focus on digital ATL, CRM and Insta’Lives.
The Botanist Foundation continued to support local initiatives concerned with conservation, biodiversity & sustainability on the Isle of Islay and beyond. The Botanist, through the Foundation, also cemented its collaboration with Botanical Gardens Conservation International (BGCI), entering a 3-year partnership, backing the first Global Botanic Garden Fund, which supports plant conservation practices, policy & education, and infrastructure & development throughout its global network. As part of the Bruichladdich Distillery Company, The Botanist benefited from the distillery’s recent B Corp certification.
In financial year 2021/2022, The Botanist will focus on its strategic markets: United States, United Kingdom, Germany, Australia, and Travel Retail. Advertising and promotional investments will be increased to fuel future growth. Lastly, further emphasis will be placed on direct sales and e-commerce, which have proven to be highly effective channels since the start of the health crisis.
