Novus Leisure, the pioneer driving the late night London scene, is stirring up its own Gin-naissance. According to recent Mintel research, 42% of Brit’s aged 18-34 have drunk gin in the past 12 months. The business is working with a series of leading gin brands to run promotional offers and events across its estate as it looks to gin-spire the new generation of gin drinkers.
No longer seen as ‘Mother’s Ruin,’ the gin resurgence which has emerged over the past few years has seen the category increase by 25% since 2012 with no signs of it abating. Currently a £1bn spirit, forecasts suggest that gin sales will continue to rise and reach £1.31bn by 2020.
As an introduction to its new cocktail menu across its Tiger Tiger and Landmark venues, Novus Leisure is heroing a selection of its gin based cocktails to drive ‘gin-spiration’ with customers. Gin-lovers at Premium Bar & Kitchen venues will be able to enjoy four classic Bombay Gin and Tonic twists featuring raspberry and basil, thyme, white peach, plus crème de mûre and blackberry.
Balls Brothers customers can also immerse themselves in a gin education, at one of the gin masterclasses being hosted by Beefeater and Tanqueray 10, together with fixed price G&Ts for the month from its Gin Emporium range.
The brands innovative spirit continues online, with customers receiving a free gin and tonic or gin cocktail on registration, together with the opportunity to be entered into a prize draw to win one of several gin based prizes, which includes a trip for two to Laverstoke Mill Distillery – the home of Bombay Sapphire.
Sorrel Ward, Head of Marketing, Novus Leisure commented: “Not only are we engaging with a new generation of gin drinkers, but we’ve also listened to what our customers want and responded by introducing a series of engaging initiatives and promotions to gin-spire!”
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