OPIHR, the UK’s leading spiced gin brand, is launching a new consumer campaign called Spice Tour on 14th July to show UK consumers across the UK just how accessible spice can be, including how it can enhance the flavour of gin.
In a poll by OPIHR, a gin inspired by spices found along the ancient spice route, found that more than a quarter (26%) of people in the UK didn’t use spices in their home cooking or drinks because they didn’t know how to use them.[1] Recognising the need to educate consumers more about the versatility of spice, OPIHR launches Spice Tour, a series of free online masterclasses that run from 14th July to 14th September. From a creative cocktail class with mixologist Richard Woods, to game-changing gastronomy with Masterchef’s Phili Armitage-Mattin, and spiced scented candle making with Ricki Lawal, consumers can now follow along with spice experts as they show how spices can elevate the tastebuds and sensory experience. To learn more, head to Masterclasses – Opihr Gin
As the UK’s original spiced gin brand, distilled at Quintessential Brands’ award-winning distillery, G&J Distillers, in Warrington, OPIHR is aiming to bring more consumers into the spiced gin category with the Spice Tour campaign, showing drinkers how accessible and versatile spice can be by opening up a whole new flavour dimension. Opihr is driving the premium gin category growth by pushing boundaries with its differentiated and intriguing flavour innovations that take consumers on a taste journey to exotic destinations, from tellicherry black peppers, grapefruit and cardamom (OPHIR London Dry), to black lemons and timut pepper (OPIHR Arabian Edition), to Szechuan pepper and smoky ajwain (OPIHR Far East Edition), and cascarilla bark & myrrh (OPHIR European Edition).
Robert Milton, Global Brand Director for OPIHR Gin, said: “OPIHR is leading the way in spiced gin innovations as consumers look to experiment with global flavours for a heightened taste experience. While more people are choosing spiced gin, we recognise there is more to be done to help consumers understand the different ways that spice can enhance flavours. Bringing together interesting experts in the world of spice with OPIHR Spice Tour will do just that.”
OPIHR Spice Tour comes as the brand celebrates several award wins. Recently, OPIHR’s Szechuan Pepper (Far East Edition) beat strong competition from some of the biggest brands in the world to win ‘Best Spirit’ in the Travel Retail Business Asia Pacific Awards. Thousands of travellers across the Asia Pacific region voted on their favourite products, with OPIHR Far East coming out on top in the product category, just weeks after also winning a gold medal in the International Spirits Challenge.
To further educate consumers on the spiced flavour profile, OPIHR’s launched ‘Let the Taste Take you There’ campaign, which includes in store, online and out of home activations that take consumers out of their homes and on a journey to the origins of each ingredient in the gin, while focusing on flavour notes to evoke feelings of exploration and adventure along the spice route.
For more information, visit www.OPIHR.com.
[1] An online survey was conducted by Atomik Research among 2002 adults aged 18+ in the UK. The research fieldwork took place on 17-20 May 2020. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.
-Ends-
ABOUT QUINTESSENTIAL BRANDS
Quintessential Brands owns an award-winning portfolio of world-class spirit brands, which is powered by a strong entrepreneurial vision and passion for innovation, backed by centuries of handcrafted distilling expertise.
Quintessential Brands Group was established in 2011 with the acquisition of G&J Distillers, the UK’s foremost gin distillery, which evolved from Thomas Dakin’s original 1761 operation and now produces an unrivalled quality gin selection. In Ireland, Dublin Liberties Distillery is our home of modern Irish whiskeys and First Ireland Spirits in Abbeyleix crafts award-winning Irish creams. Our French hub, L&L France, creates fine French fruit liqueurs, cognacs, brandies and vodka.
For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
