Brown Forman was planning its India-launch of the super-premium gin brand Gin Mare. For this, they wanted to understand India’s growing gin-culture and get critical feedback from people on the launch packaging & brand story. Our task was to investigate this brief with gin-drinkers, non-gin-drinkers & bartenders / alcohol establishment owners from across India...

It is always rewarding to explore all aspects of a brand’s positioning, culture, category, consumer and product – especially for a trendy category like gin in India. Our participants have given Gin Mare rich inspiration to launch here – and made sure to let us know that they can’t wait to try their first Gin Mare & Tonic 🥂