Jawbox Gin promotes 'Original Gin & Ginger' to attract new gin drinkers

Served in an iconic and distinctive Jawbox Mug, this simple mixed drink celebrates and honours Belfast – home to the original gin and ginger. The serve is being rolled out across selected bars and wholesalers in the UK and Ireland, backed by table top POS, neck tags in the off trade, social media, influencer promotions, and key activations in Belfast city itself.

Thomas Joseph Cantrell, an Irish surgeon and pharmacist, crafted the first ginger ale in Belfast back in the 1850s. The light spice of ginger ale perfectly complements the 11 select botanicals used to distil Jawbox Gin, resulting in a truly authentic Belfast serve.

The distinctive earthenware Jawbox mug is inspired by the pottery and enamel of the era. The mug is also a nod to the ‘Jawbox’; the nickname for the enduringly popular Belfast kitchen sinks first made in the city in the late 17th century – a place where people came together and stories were told.

“In a category often characterised by more pastoral and elegant cues, our Jawbox Original Gin and Ginger Serve drives interest and engagement through a distinctive Belfast provenance story, while also reinforcing Jawbox’s authentic and industrial feel,” says Ali Pickering, Chief Marketing Officer at Drinksology Kirker Greer.

“Our insights tell us that consumers are looking for an authentic story full of strength, character and a sense of place, they’re willing to pay more for quality and that provenance is hugely important to them,” she adds. “This distinctive Belfast serve with an industrial-era feel really grabs attention and has the potential to open up the category to a new wave of consumers who previously thought they didn't like gin due to the quinine in tonic,” she adds.

‘The Original Gin and Ginger’ serve is part of the Jawbox Gin’s wider ‘Made Here, Made of Here’ campaign celebrating the brand’s birthplace of Belfast. Jawbox prides itself as coming from a place where stories matter and good times are had; a proud city of industry inspired by the graft and craft that made Belfast a Victorian powerhouse.

Selected bars and on-trade wholesalers in the UK and Ireland will receive a Gin and Ginger serve kit, which includes the distinctive Jaxbox mugs, alongside table top POS and premium rustic holders to support and promote this authentic Belfast serve. ‘The Original Gin and Ginger’ serve neck tags will also feature on bottles in the off-trade, to further raise awareness.

This activity is being backed by a consumer awareness driving campaign across social media and through influencer partnerships offering giveaways and showcasing the home of the brand by featuring engaging video content from some of the top bars and restaurants in Belfast.

There are also key ‘Made here, Made of Here’ campaign activations throughout the city itself, including a Jawbox Gin pop up bar in the lobby at the Fitzwilliam Hotel, a variety of window displays, and the Belfast sinks at the famous Duke of York are now proudly branded Jawbox.