I am looking into some alcoholic brands that I feel fall under the same catergory and attract the same target audience that Glayva want.
HENDRICK'S :
Hendricks, "It's not for everyone" - plays on the concept that it's not mainstream but is in fact for people of distinguished taste. Visually the brand uses imagery related to mixing the drink (cucumber) and both male and female characters pushing the idea that it's unisex. The bottle itself and packaging are pretty traditional and old fashioned in appearance, as is the illustrative style. I think that these are are all really relevant assets to take into account as in many ways it mirrors what we are trying to achieve with Glayva. However, Hendricks gin is already established in this country and to a wide audience of adults. I think to successfully introduce Glayva, it might not work to portray it in quite this way.
BACARDI :
Bacardi take a less traditional approach to their marketing, using an emphasis on music to target their customers. This is a more contextually appropriate for Glayva, but again Bacardi is already a well know, well established brand.
DRAMBUIE :
"The spirit lives on" is one of the main taglines used for Drambuie. I think that this works really well in terms of promoting this drink to a unisex, young adult audience.
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