• by Steve Smith , Staff Writer @popeyesm, August 17, 2024

Do younger drinkers still know what gin is? Even in my antediluvian college days of the 70s, we ordered “G&Ts” more as a goof, a kind of cosplaying WASP Brahmin. Would the generation sipping “spicey” bourbons know what to do with such a tart spirit as gin? Bombay Sapphire takes aim at these old tropes with a new “Sparkling Lemon” cocktail and “Tastes Like Friday” campaign that aims for youthful tastebuds and sociability.

But how (where and when) do you sell am updated, drink concept from a brand that still carries an etching of Queen Victoria on the bottle? On this week’s Brand Insider Bombay Sapphire’s Brand Director, Jaime Keller explores the profile of the younger spirits drinker and how they hope to serve it just the right drink. You can listen to the entire podcast at this link.