The website “celebrates all things gin” and it is aimed at trade and consumers. Bar supremo Dre Masso oversees the content and the website includes interviews with bartending royalty – starting with Salvatore Calabrese. Masso also shows drinkers how to create cocktails at home. This includes using household objects like jam jars as cocktail shakers.
When consumers log on to the site, they are presented with a cocktail to suit the weather in their local area. This is determined by the IP address of their computer.
The company will drive traffic to the site though PR and social media campaigns and well as on-pack messages.
Jenny Shipton, international marketing manager for gins at Chivas Brothers, said: “As an authority on gin, it is our responsibility to educate and excite consumers on this increasingly popular spirit. With such variety in consumption habits across the world, including the top three gin markets – the UK, the US and Spain – the website is the ideal vehicle to share these trends, while at the same time challenging some well-worn ideas on how to enjoy gin.
“The website marks an important step in raising the profile of the portfolio and follows on from the success of our international ‘English Gins’ training scheme for the trade.”