Pink 47 Consumers
Pink 47 is positioned as being expensive but affordable: ‘daring’, ‘glamorous’ and ‘aspirational’.
London 47 is positioned as being expensive but affordable. Also traditional, with strong connections to the heritage that is London itself and its historical connections with the development of gin.
- Gin drinkers (gin has a distinctive taste with a specific following and few Vodka drinkers convert)
- Cocktail enthusiasts
- Explorers of fine spirits
Although gin has a long history it has a relatively small following compared to Vodka. Gin has a distinctive taste with a specific following and few Vodka drinkers used to convert.
However, the huge popularity of vodka is leading to the development of flavoured vodkas creating a surge of interest in other white spirits such as gin, which is a white spirit flavoured mainly with Juniper. This interest in other white spirits is causing gin to become more fashionable and driving a movement into premium categories.