Building the Pinkster Brand

20
May
2019

Over the next few months, we will release a series of blogs from fellow foodies, showcasing how they build their brands, what challenges they have overcome and what is on the horizon.

Here is what Stephen Marsh from Pinkster Gin had to say.

What’s next for 2019?

We have some exciting launches to look forward to in 2019. In April we launch

Pinkster Royale; which is a by-product of making our Gin-Jam and is excellent on the rocks or in Prosecco. We have a couple of other launches to look forward to later in the year but I can’t say anything about them at the moment.

Have exports been a key sales channel?

Actually, we have been rather reactive regarding exports. We learnt quite early on that you have to work much harder in foreign territory to get your brand launched in the market than you do in your home market. We have therefore concentrated on building Pinkster in the UK.  Having said that, we do very well in a number of export markets such as Australia, where we have just been listed by one of their largest retailers, Hong Kong and Germany.

What have been your biggest achievements in building the Pinkster brand?

Yipes. I never know what to say when faced with questions like this as it sounds rather boastful. This is a hobby that has grown rather wildly out of control and almost by accident we appear to have pioneered a new gin category; against all the odds. So many people told me that I couldn’t possibly make gin with wet fruit and the trade was initially dismissive as we are not a traditional London dry. Fortunately, the consumer appeared to share my taste and I am delighted to have been able to create a business out of my hobby. I am proud of that fact that I have been able to offer employment to so many other people. I am also proud of the fact that we have so little waste and re-use the raspberries in a number of ways.

Should we look out for any new products?

Ah. I might have jumped the gun earlier on this question. Did I mention Pinkster Royale? It is a skinny liqueur as we don’t add sugar and it’s intense raspberry notes perfectly complement the pear notes of Prosecco but does not increase the sugar levels in the way that cassis or other liqueur might do. We did a trial run last year and sold 3,000 bottles in 4 weeks. We have been able to make 10 times that this year and when it is gone it is gone; until next year.

 

Pinster-Royale

 

 

About the Author: Cassie Hind

Over the past couple of months, I have had the pleasure of working with Vhari and her team at The Food Marketing Experts. After much frustration and stress from completing my A Levels, Vhari took me on and offered me some work experience. Working with the team has given me an insight into the wonderful world of business and marketing, shedding light on the career path that I hope to follow once my exams are over. I am now coming towards the end of my work experience and have been given the opportunity to write a series of blogs for Grub Club Cambridge, so I wrote to a few fellow foodies to find out more about the ins and outs of the food and drink industry. I hope you enjoy this series of blogs.