Our Trade Platform
Putting smaller gin brands on the map and providing a trade focussed platform for makers to be heard by those who serve and sell their products.
Here at Gin Foundry, we’re lucky to be in a position in which we’re flooded with requests to use gins in tastings, to talk about them at events, include them in projects and feature them across our networks. We’ve been a part of the UK drinks industry for the best part of a decade, and in that time have seen relations between makers, importers and distributors both blossom and break down. We’ve seen some gins flourish, and some relegated to perennial bridesmaid status.
With all this in mind, we launched our Atlas programme – an umbrella idea for a yearly (and year long) series of mini projects designed to maximise the chances of a gin brand being discovered by both trade and consumer influencers. We either take hub stands, facilitate import and distribution by putting people in touch, host seminars and trainings, as well as focus on collaborating with people who can be trusted to deliver the core messages about a brand’s values and who have enough gin knowledge to fully understand where and how a gin can be positioned to generate buzz.
The Atlas programme will be phased in, project by project, idea by idea and will develop into its fully-fledged and finished format in 2017/18. Rome wasn’t built in a day, and Atlas didn’t prop the heavens up overnight…
We strive to continue being a platform in which not only gin fans can discover new and exciting gins, but also in which gin makers can reach an engaged professional audience. This two way facilitation is something we are very excited about developing further through our trade facing activities.
With UK based gins, we will support existing teams, accentuating campaigns and providing opportunities for them to better reach gin fans at events that would otherwise be price prohibitive at a young stage of growth. We also support bar competitions and have been working to push awareness around both taking part and what went on.
For non-UK gins, we’ll work to maximise the chance of securing a long-term importer and distributor. The aim for our trade facing events is to provide a springboard to both meet and prove to distributors that there is a clear demand, a keen audience and a great opportunity for them to incorporate the best foreign gins into their portfolios. Taking part in events and building a groundswell of awareness through various activities will provide brands with a strong position from which they can negotiate with importers and potential collaborators. Our aim, as always, is to help brings new and brilliant gins into the country – we want to help makers openly seek new opportunities and contacts throughout the year – there’s no cloak and daggers here, no lock down contracts, just a springboard to ensure that the best gins can flow across the country and into glasses.
A TRADE focussed platform?
Gin Foundry's carefully curated series of projects and events to introduce lesser known, smaller gins to a wide audience. We vary the look of the stand and the type of presence we take (from hubs at Imbibe to facilitating collaborations elsewhere).
How can I take part?
If you are a Gin fan, you will see us present these gins and talk about them at events across the year, and please, by all means, spread the word! If you are Gin maker and this sounds of interest - you know how to get in touch! (Speak with Emile)
Why is Gin Foundry doing it?
With so many Gins on the market, some often excellent products get swamped. Our trade facing activities takes the most innovative and authentic small brands and gives them a platform to ensure that the best of what the category has to offer is being noticed by those who serve it and sell it.
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