Japanese Gin Producer Ukiyo Spirits Aims to ‘Stir the Senses’ With Cherry Blossom Campaign
A new campaign for Japanese gin and vodka brand Ukiyo Spirits begins amid Japan’s cherry blossom season, which typically runs from late March to early April. (Photo: Ukiyo Spirits)
Ukiyo Spirits, owned by Drinksology Kirker Greer, has launched a new campaign titled “Stir the Senses” to coincide with Japan’s cherry blossom season. As reported by The Drinks Business on Wednesday, the campaign employs a mix of long and short-form videos on social media, showcasing the brand’s gins and vodka amidst nature imagery.
Ali Pickering, chief marketing officer at Drinksology Kirker Greer, highlighted the campaign’s focus on offering imbibers new experiences while tapping into the popularity of Asian influences.
“Our insights tell us that consumers are looking to discover new experiences, and Asian influence and provenance are bang on trend, which is important as we look to add premium value and keep the category energised,” Pickering shared, per The Spirits Business.
“As such, our hero campaign visual invites consumers to embark on a journey into the enchanting world of Ukiyo and how [with] the gentle embrace of an ancient land, each droplet of Ukiyo carries the weight of centuries.”
In addition to social media promotion, the campaign will leverage user-generated and influencer content, as well as in-store and online activations with chosen U.K. retailers. The featured spirits in the campaign include Ukiyo’s recently released Tokyo Dry Gin, Japanese Blossom Gin, Yuzu Gin and Japanese Rice Vodka.
According to the brand, its name, which translates to “floating world,” aims to embody a “state of mind emphasizing living in the moment, detached from the difficulties of life.”
(Photo: Ukiyo Spirits)
Debuted in January, Ukiyo Spirits’ Tokyo Dry Gin showcases a blend of traditional and native botanicals, including yuzu peel, mikan peel, sakura flower, sakura leaf and sansho pepper. The 40%-ABV release also incorporates classic dry gin ingredients like juniper, pepper, coriander, angelica root, lemon peel and cardamom.
Read next:
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Whitley Neill Taps Into Japanese Flavor Trends With Yuzu and White Strawberry Gin
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