Campari Group approached Barfly to conduct a full brand audit of O’ndina Gin in order to inform the launch strategy.
Qualitative bartender and bar owner interviews were conducted in London to assess every element of the brand proposition, spanning pack, liquid and messaging. Particular attention was made to review the higher than average ABV and whether that would be a barrier to entry within a market showing a trend towards lower ABV serves. There was also a focused evaluation of the liquid’s basil notes to inform whether the liquid innovation team needed to dial them up or down prior to commercial production and official launch.
Based on the Barfly’s recommendation, Campari Group made the necessary changes to all elements of the proposition, as well as to the commercial launch strategy of O’ndina Gin. The brand has since received numerous accolades, including scooping the coveted ‘Category Winner’ medal at the World Gin Awards in 2019, the year it launched.