Welcome To The Gin Ignite Podcast

Whether you want to party or have a quiet night in gin will ignite

News

Welcome

• Hello and Welcome to Episode 22

#nippleinatipple

• Seen a lot of posts but would nice to see some more.
• I appreciate that I have not yet but I do intend to very soon

Paul @theginguide

• Great time with the legend that is Paul at The Gin Guide. Cannot wait till next year to hear all about the nominees for the awards

Review

• Reviews really help the podcast in a given podcast directory. So if you did have a chance to review the podcast I would be most grateful

Weekly Gin Recommendation

Masons Dry Yorkshire Gin - Tea Edition

• Got given this by a friend for helping them put up their children's trampoline.
• So not sure that I would have chosen this.
• Nose - traditional London Dry maybe with a vague sense of citrus
• Flavour profile - Lemon zest followed by citrus heat followed by juniper at the back end
• Lovely with a Mediterranean tonic. Would be great with light standard premium tonic. Think would also work with Elderflower. Delicate flavour.
• Pretty smooth but not sure would work for me personally in a dry Martini. 
• You would have to be careful in cocktails. May work with a heavily lemon based cocktail possibly.
• My recommendation for a lovely refreshing G&T.

Kate Carney from Sip and Share

What attracted you to marketing in the first place ?

• Not attraction. In the blood since birth
• Grew up in parents advertising and design agency
• When at university marketing management just felt natural

Why change to small business / entrepreneurial ?

• Had agency since 2011 and spent a lot of time travelling around country.
• Decided after Nan passed away decided that wanted to stay close to home because young family and house in need of refurbishment
• So Kate thought Where can have biggest impact ? Made choice to work with small business and base herself at home permanently.

What makes a social media account stand out ?

• Be consistent
• Different ways to be consistent
• Same type of photos taken
• Show off your personality and let world in
• Being authentic. Connects you to people who are potential customers on a human level
• The ability to be your true self

What do I want some to think, feel, say, do ?

• You need to know how you want someone to feel first. Once you answer that question you can decide on how to put together the right photo / text etc
• Marketing is not easy. 
• Being consistent is not easy in the context of how you want someone to feel and what you want someone to say behind your back.
• If you are honest with those answers give you an understanding on the brand you want to create and the content you put out there.
• This strategic stuff which shapes the brand is what Kate is all about

How can distilleries can stand out ?

• Moving into and through not just showing a bottle.
• Kate had a client who had coaches. 
• In order to showcase them on social media she said we can’t show coaches. We need to show lifestyle content showing people having a great time.
• Can’t just take a picture of a bottle. Can’t rest at that.
• Need to communicate the distilleries / brands personality so that encourages the potential for drinking that product
• Looking for connectivity 
• Exciting stuff about building relationships
• Some distillers are excited and want to explore lots of different ways of working. 
• Some distillers are not so keen.
• Important for them to have a platform and give distillers permission to show off. 
• This is not for everyone
• Need to be different. Could be:-
• Showing off the messy distillery floor 
• Showing distillery tours
• The important message is that you are letting people in
• Building relationships and being authentic
• No longer good enough to post a picture of a bottle and think done it
• Reinforces your credibility.
• Shows that you are not just drop shipping the gin at door. 
• Your brand distillery has personality
• Dispel myth that business owners have to work certain way

Sip and Share

• May 2020 - first time you could drive somewhere
• A marketing client of Kate dropped off 4 gins and vodka and asked if she could taste
• She joked should she do this to camera. Her client said all right, why not.
• The gin was dropped off at 11:30. 
• By 16:30 had bought some URL’s, chosen one to use, built a logo, website and got all the sip and share on socials
• Posted some content that night about making a gin she had in the craft club gin box
• Started to get traction
• Decided she should give it a go
• Never about being botanical specialist or trying to be a distiller. There are enough people making, talking and selling gin. 
• So Kate thought what can I do ?

What can I do to bring all of this together in a fun way ?

• Friday night tasting
• Distiller interview four weeks later and competition
• Distillery map
• Membership squad 2 weeks ago. 
• Rapid journey

Membership what do you get ?

• Private membership group
• Add value to all parties
• Premium craft spirits drinkers want exclusivity offers that no one else. Offers that cannot get anywhere else
• Events exclusive to them 
• Stuff make them feel special
• Get access to distillers that can’t get else where
• Way to add value to all parties

How does it work from a distillers 

• Feature 4 distillers per month
• One distiller per week
• Featured on front page
• Lives or cocktail making 
• The distiller can do as much or as little as they want
• Focus is exclusive
• Distillers do different things

The most important thing is to make the consumer feel special and for distiller show off and showcase their brand

• Discounts and offers throughout the whole time
• 20/30% off gins for fixed period of time. Generally killer discount lasts for 4 weeks
• Providing value for everyone
• Very different
• Growing group of engaged craft spirit consumers
• These consumers know the price points, know there is not high volume. Already segmented audience
• Membership is great to taste test or share stuff. 
• One distiller wants to give out samples and get feedback
• The same distiller is also going to get the membership to name the gin
• Can only fit in certain amount of distillers.

How did you start your journey with gin ?

• Had procescco and some gin liqueurs
• Went on night out after had her second child Poppy
• Went down to London
• Given warm Gordon’s can which was slightly warm
• Made Kate even less convinced to try gin !!!
• Her friend then spent the whole night trying to convince Kate of the merits of gin
• Tried lots of gin and lots of cocktails
• Grew as consumer of gin
• Learnt quite quickly to have a few bottles gin in as a staple
• Then started taste testing for retail friend
• Amazing how your palette changes and th versatility of gin.
• Gin market caters for everyone
• Sip and share not gin and share because craft spirits not just gin
• More experience the more you change palette wise
• She now has one room which is full of gin

How do you enjoy gin ?

• Introvenus drip preferably !!
• Kate has a classic taste. 
• Prefers craft gin and light tonic. 
• Sometimes garnish, sometimes not
• Like a liqueur too by the fire
• She like to contextualise her drinking
• Not big cocktail maker. Want to drink faster than make it
• Running joke. Can’t drink unless take picture

Stand out brands massive respect for. On point for everything

• Surrey Copper Distillery
• Daisy Distillery
• Pitwheel Distillery
• Little Quaker
• Lytham Gin
• Stockport Gin very responsive. Look at all touch points
• Talking to Gotland Gin and Lava Spirits stay in same circle and see where go from there 
• Starts with having conversation
• Can’t get back to everyone
• Some people aren’t ready for a conversation
• Some people won’t do a live 
• Engaging with consumers but distiller doing left right and centre
• Conversation make world go round and create opportunities
• Respect for business owners

Where is Sip and Share going ?

• Brand perspective consistently visible, lives relationship with distillers, podcasts
• Membership base more member have more can do. More stuff for charity and more stuff for distillers
• Expand non-gin products
• Focus on memberships
• No more ideas for a while

Get in touch 

• Instagram
• Twitter
• Facebook
• Web

What is your favourite gin and how would serve it ?

• A gin that you forget how much you like
• Don’t add a garnish
• Daisy Distillery Original. Ice and skinny tonic
• Long list of gins
• Top 3 classic gins 
• Interesting experience in holiday park

What does gin mean to you ?

• Fun
• Spirit for everyone
• So many different types and something on spectrum for everyone
• Shows versatility
• Can bring people together
• Room in market for innovation for different things
• Bring a bit of fun

Instagram Community Shout Out

• My Instagram shoutout this week is Holly @memoirs_of_a_cocktail_girl_
• Thank you very much for supporting the podcast and my instagram account @ginignite
• The presentation and production of your posts are amazing. I love the way you style them and the props that you use.
• I really loved your Viper gin win post. I loved the dried lemons and the wooden top vibe to the post
• I loved your Raspberry Rose cocktail with the two gins Aviator and Liverpool rose gin
• I really also liked your Malfy Lemon gin post with Artisan Drinks Co Agarve Lemon Tonic
• I also love that you admit to occasionally cheating on gin
• You produce some great content and I love the consistency of your feed.

Get In Contact

• IM me at @ginignite Instagram or @ginignite on Twitter
• E-Mail me at [email protected]
• If you have ideas IM me or e-mail at [email protected]
• If you want to be on the show then IM me or e-mail me at [email protected]

Final Thought

• The thing that I like about the gin community that I have met so far is that no one judges anyone for what they believe, what they look like or who they choose to be.
• The world would be a better place if everyone took that view.
• Grab your drink, toast those you love, enjoy your weekend and whether your decide to party or stay in I will be with you in spirit !!!
• Seriously though enjoy your weekend and I look forward to joining you for another episode next Friday.
• Cheers