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GINspirational

Lois - 9 th July 2019

It’s no surprise to anyone that gin sales have absolutely rocketed in the past couple of years, most people probably realising that it’s not gin they hate, it’s actually tonic...

With pubs now having more gins stocked behind the bar than specialised gin bars, everyone is hopping on the bandwagon and trying to stand out.

I was trying out the new local gin bar, 78 degrees in Bramhall, they have over 90 gins to choose from and I noticed one of their walls was lined with metal cages and in these cages, there were bottles of gin. I thought it was just a bit of a different way of showcasing their gins until I noticed the mismatched locks on them.

I asked at the bar and it’s actually a place where customers can buy a bottle of gin from the bar and keep it in a locker, and then drink from it whenever you come in. Not only is this a great way to ensure repeat custom, but enables the bar to charge premium prices for the novelty factor.

If you live locally, why would you buy gin and drink at home when you can keep a bottle in the bar and enjoy the atmosphere of going out without having to spend every time?!

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78 Degrees are utilising the gin lockers to run promotions too, for their first birthday they hid a key to a fully stocked gin locker.

They shared the first clue on Facebook, second on Instagram and then the third you had to go into the bar, buy a drink and you got the clue… genius!

As well as the gin lockers they have lots of little on brand touches such as Gin and tonic ice pops in the hot weather, a 78 Degrees scented candle on all of the tables which is supposed to compliment their botanicals and they sell off their empty gin bottles for £1 which goes to staff tips!

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Lois is a CX Strategist with a background in research and the world of employer branding. She enjoys the range of challenges that working agency side brings, alongside being able to use a wide variety of research methodologies. 
Find out more about Lois