Bombay Sapphire - Brand Positioning
Bombay Sapphire Gin is a gin produced by the Bombay Spirits Company. It is distilled at Laverstoke mill in the village of Laverystoke in Hampshire.
The brand was first introduced in 1986 by English wine merchants IDV. Diageo sold the brand in 1997 to Bacardi. Its name comes from the popularity of gin among the British during the British Raj. Sapphire refers to the violet-blue star of Bombay, which was mined from Sri Lankan mines and is now on display in the Smithsonian Institution.
It broke through the one million case barrier in 2000 when William Grant's gin was released. After a long period of dormancy, Hendrick'S Gin started taking off around 2008, inspiring an abundance of boutique gins in their wake.
Bacardi launched Bombay Sapphire East in 2011. It was the brand's first extension and boasted two botanical ingredients - Thai lemongrass and Vietnamese black peppercorn.
Bombay Sapphire Gin has always used creativity as a communication platform for mixologists and consumers by working with new generations of designers and art enthusiasts.
As a result, of the iconic blue bottles and the Thomas Heatherwick-designed brand home at Laverstokes Mill, creativity has played an essential role for the brand and still does through the Stir Creativity campaign.
A PDF file (3 pages) with the Brand Positioning, based on a Brand Key Model