Opihr Gin, one of the UK’s fastest-growing premium gins from international spirits company, Quintessential Brands Group, is proud to present a new Ready to Drink (RTD) collection, as the brand announces a deal to become the official gin of Lendy Cowes Week.
Three variations of the Opihr RTD collection – affectionately referred to as Opihr Stubbies – have been released by the award-winning gin brand; Gin & Tonic with a dash of ginger, Gin & Tonic with a twist of orange, and classic Gin & Tonic, each with a recommended retail price of £2.99. Known for being unconventional, Opihr has avoided the traditional can RTD format, instead opting for a stylish glass bottle in a bespoke smaller format with a twist off cap for the consumer’s convenience.
The new Opihr collection will be sampled at Lendy Cowes Week, the UK’s premier sailing regatta, which sees over 100,000 people visiting the Isle of Wight over eight days in August. Opihr’s sponsorship of Lendy Cowes Week includes branding and digital rights and there will also be specific consumer activity to drive awareness and trial of Opihr’s RTD and Opihr gin. Opihr will have a branded bar on Cowes Parade, and will be delivering Opihr RTD to competitors by boat for them to enjoy following a day of racing. The brand will also have exclusive gin pouring rights at the Lendy Ladies Day Reception amongst other events during the regatta.
Russell Kirkham, UK Marketing Director for Quintessential Brands, said: “The G&T will always be a classic gin serve but today’s consumers want to go beyond that. Gin drinkers are becoming increasingly adventurous, exploring the gin category and they’re much more open to different flavours these days as the success of Opihr Gin, which has grown by 102 per cent in value in the last 12 months in the UK Off- Trade, goes to show. The Opihr Stubbies are an exciting development for Opihr and present these adventurous consumers with a new and convenient way to enjoy our distinctive gin in a variety of different, yet equally delicious, serves. We’re excited to see how they are received by the crowds at Lendy Cowes Week and to raising awareness of the brand at this iconic British sporting occasion.”
Of Opihr’s partnership with Lendy Cowes Week, Cowes Week Ltd’s Commercial & Marketing Director, Kate Johnson, commented” “There is a great fit between Lendy Cowes Week and Opihr Gin, with adventure sitting at the heart of the experience. We’re delighted that Opihr are joining our other drinks sponsors and we believe that with its deliciously intriguing flavour it will be a real hit with our audience.”
Opihr Gin is inspired by the adventurous merchants who traversed the Spice Route across oceans in ancient times and has an established relationship with the sailing world, which includes a partnership with yachting company Sunsail UK. The brand also announced its first global ambassador earlier this year in the form of Vendée Globe 2020 favourite, British sailor, Alex Thomson. Alex will be representing Opihr at selected special events during Lendy Cowes Week, which takes place between 4th -11th August 2018.