• by Kate Terhune , 6 hours ago

Legacy brands don’t stay relevant by standing still—and Bombay Sapphire is proof. On this  episode of Brand Insider, host Kate Terhune sat down with Natasha Curtin, Global VP of Bombay Sapphire, to unpack the brand’s latest platform, Step Into the Blue.

The campaign taps into what consumers want right now: moments of pause, presence, and escape. Anchored by the brand’s iconic blue bottle, Step Into the Blue reframes gin as an invitation to slow down—not just something to sip, but something to experience.

That thinking carries through to how the brand shows up in the world, from immersive activations to culture-forward partnerships like the E1 World Championship, the first all-electric powerboat racing series. 

This brand isn’t pushing marketing out simply to be seen—it’s about upholding standards of taste and style.

Tune in to hear firsthand how Bombay Sapphire is proving that legacy status doesn’t preclude brands from playing in culturally relevant spaces.

You can listen to the entire podcast at this link.