Creating and retailing the festive 'Ginettone'

The Gin Obsession

That point surely doesn't really need explaining...but sales trends tend to favour the summer with Gin less on the menu as winter encroaches. Clearly a lifestyle mistake, but one that needed addressing . So for Christmas the challenge was to infiltrate more shopping baskets.

A partnership model

Looking at the Med background, flavours and inspiration behind where Gin Mare came from, we landed on the equally Med inspired Panettone as that regions gift to UK festivities. And therefore a creative space to work with, which led to our own version, The Ginettone - a slighly more savoury take on the classic cake, incorporating cues of rosemary, thyme and olive into the mix.

To make sure we captured full on Italian influence, the premium quality and something a bit special, we lined up one of the UK's best loved premium Italian chefs in Theo Randall to c o-create the story and the cake with Gin Mare

Icing on the Christmas Cake

The product itself was a gift for the media gift guides and Christmas features when journalists are always looking for something fresh and original to talk around.

But media aside, the Wildcard team also managed to negotiate a commercial listing at Harvey Nicks food hall leading to a product sell out, together with a Gin cocktail and slice combination with the Fifth Floor Bar. The product also featured on Theo's Intercontinental Hotel menu for the festive season.

85 media hits including Sunday Brunch, BBC Good Food, Food & Travel, The Independent, Time Out. Plus the commercial listing at Harvey Nichols

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The Ginnettone: grabbing a slice of Christmas for Gin Mare

Reinventing the Christmas classic Panettone to champion Gin Mare's festive fit, disrupting the norm for challenge and media appeal: a story of Harvey Nicholls brokered listings, Theo Randall creations, the right kind of olives and a shed load of tastings.

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Wild Card

02072576470 Richard.medley@wildcard.co.uk