THE BOTANIST
The Botanist hits new milestones.
In 2021/2022, The Botanist enjoyed a surge in growth over the year, fuelled particularly by at-home consumption and higher e-commerce sales. The brand hit new commercial milestones across the board, with strongest growth coming from the United States - where investment in the brand was significantly increased.
The Botanist held its global No. 4 ranking among the world’s super-premium gins, closing in on some of its key competitors. The Drinks International report for 2022 placed The Botanist third amongst the top trending gin brands worldwide.
Advertising investments lived up to ambitions, including, for the first time, a 30-second spot for the 2022 Superbowl. Viewed over 13 million times, the ad was ranked second on social impact on the night. Meanwhile, the award-winning "Wild - A State of Mind" campaign continued to run across all key markets.
The brand’s Martini strategy was a key growth driver, helping to make The Botanist Martini a firm fixture on cocktail menus and burnishing its - already - impeccable credentials. The launch of this drinking strategy was a success across all markets, prompting a variety of on-trade marketing pushes, and proved particularly popular in Dubai’s exclusive bars and restaurants.
In celebration of the brands 10th anniversary, The Botanist chose the Fèis Ìle 2021 (Islay’s music and whisky festival) to launch the brand’s first ever innovation. A limited-edition, cask matured release, laid down in barrel in 2011 - the brand’s inaugural year.
Established in 2015, The Botanist Foundation continued to support local conservation and biodiversity initiatives on the Isle of Islay and beyond, with donations up significantly on previous years. The brand also continued to support Botanic Garden Conservation International (BGCI), donating £5 from each sale of one of its new limited-run Plant Conservation Edition bottles - supporting the organisation’s work to protect endangered plant species. The theme of conservation was reflected in The Botanist’s gift packs for the year too: one was in fully recyclable packaging and the second came in a tin designed to be repurposed as a herb planter, earning the brand a PLD Innovation Award.
The Botanist has set ambitious growth targets for 2022/2023. A new global marketing campaign will launch in the second half of the year and further actions are planned for The Botanist Martini. Lastly, the innovation journey continues with a brand-new release hitting the shelves, exclusively for Travel Retail, in the second half of 2022.