/ 26 April 2023

Inverroche Amber: A campaign like no other

Inverroche Amber Article

This bold strategic marketing play affirms the product’s pioneering status and experience as one worth sharing

As vanguards of the South African luxury gin market, Inverroche has grown from a small home industry to a pioneering craft distillery in just 10 years. Contributing to the brand’s success is its uncompromising commitment to sustainability in protecting the Cape Floral Kingdom and unparalleled taste credentials that allow for an unmatched brand positioning within the super-premium gin landscape. It’s this unique offering that led French liquor giant Pernod Ricard in 2019 to buy a majority stake in the company, empowering Inverroche to take to the global stage as a proudly South African luxury brand, now marketed in over 30 countries.

Within the Inverroche portfolio is the wildly popular Inverroche Amber, a luscious, luxurious golden-bronze elixir unmatched in distinctive colour, unique taste and rich aroma. This high-converting Inverroche variant, preferred by many consumers in the super-premium gin category in South Africa, takes centre stage in Inverroche’s most recent marketing campaign highlighting Inverroche Amber as a true “kind like no other”.

A Kind Like No Other is a bold Inverroche Amber strategic marketing play to affirm the product’s pioneering status and experience as one worth sharing. Inverroche recently partnered with premium liquor retail chain Norman Goodfellows to recreate some of South Africa’s most iconic bars in a series of creative shop front window displays: Saint and Marble restaurants in Johannesburg, Cape Town’s The Athletic Club & Social, and The Lighthouse Bar in one of South Africa’s most revered hotels, The Oyster Box in Umhlanga, merging bespoke design, experience and taste.

To accompany the effort, the creative geniuses at these prestige venues have designed two bespoke Inverroche Amber-inspired cocktails each, that are available to consumers on the Inverroche social media platforms. There is an added unique experience for consumers who enjoy these bespoke cocktails at the venues in an interactive, low energy style serving with a dispenser that is brought to the table, ingredients placed in a funnel and then poured out into the glass. 

This initiative showcases how well authentic craft in bars and gin blend as elegantly as ice in a glass for a marketing effort that inspires consumers to enjoy craftsmanship in a way most suited to them, whether it is within a fine dining experience or recreating that moment of elegance in the comfort of their own homes. A true merge of trade channels to drive brand awareness and create an appetite to experience Inverroche Amber. 

Matching the campaign title A Kind Like No Other is also a South African out-of-home marketing landscape first, in the form of digital weather-sensitive billboards running in the greater Gauteng area that use interactive technology to break through a crowded media landscape. The artwork on these billboards changes with the live weather conditions to showcase a specific cocktail best suited to the current weather.

A Kind Like No Other culminates in authentically crafted consumer experiences to match the expertise of this unmistakable gin. With bespoke campaigns like these and Inverroche’s unmatched brand DNA, the brand continues to gain traction with noteworthy sales growth and consumer preference, gearing it as the country’s preferred luxury gin brand of choice. 

To see more about Inverroche’s current campaign and in-market executions, visit their website page at https://www.inverroche.com/amber