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Richardson steers £200,000 gin campaign

Boe ginA food and drinks industry veteran is behind a £200,000 advertising campaign which hopes to capture a slice of the lucrative gin market.

Andrew Richardson, a director at Stirling-based VC2 Brands, is helping steer the promotion of its Boe Violet Gin which begins in Manchester this week and will run over the festive period.

The campaign will use a mixture of 190 outdoor poster sites, press, digital, social media and will be supported by promotional activity in bars.

Mr Richardson, a former Diageo, Courage and McVities executive, was also managing director at The Scotsman Publications until 2013. He returned to the food and drinks sector with VC2 Brands which also owns Black Wolf Brewery.

He said: “The Boe Gin family has grown enormously in the last 18 months. We are going to continue to build the brand for the long term, and this advertising is a part of that strategy.

“We are very excited about this, our first major campaign, and are delighted that the advertising matches our vision for the brand.”

The campaign creative, digital presence and social media activity was created by Tayburn and the media planned by Republic of Media.

See also:

£10m-plus investment in Edinburgh Gin distillery

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