May 18, 2011: Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits – has launched a site to promote its premium gin portfolio, which includes Beefeater London Dry, Beefeater 24 and Plymouth Gins.
The Gin and Tales – www.ginandtales.com – site has been created by Publicis Modem and centres around refreshing, different gin cocktails and has been developed in a unique split-screen website format using HTML5.
Publicis Modem was briefed to educate consumers on the benefits of each different Pernod Ricard gin brand, and to look beyond the core classics in order to experience new ways to enjoy the spirit.
The site is based around the proposition: ‘Take a fresh look at gin’ and offers a definitive guide to creating, discovering and enjoying signature gin cocktails, alongside authentic tales of gin from some of the world’s most influential drinks experts.
Jenny Shipton, Marketing Manager for gins at Chivas Brothers, said: “ginandtales.com takes users on a journey of discovery, allowing them to experience a world of Pernod Ricard gin drinks beyond the well known classics. Publicis Modem has created a site that captures the right tone and showcases our gin portfolio in an intuitive, user-friendly way.”
Gin & Tales has a premium magazine look and feel and a clean lay out with crisp, stylish images and beautifully shot videos. Key areas include cocktails featuring each of the Pernod Ricard gin brands, such as Summer Breeze Punch, featured bartenders and bars and Bar School, where videos show users how to make the perfect cocktails, the professional way. Content is set to be updated on a monthly basis.
Dré Masso – one of London’s leading mixologists – will also conduct a monthly interview with one of his cocktail-making ‘heroes’ – famous bartenders of the 20th and 21st centuries, including cocktail greats such as Peter Dorelli of The Savoy’s American bar.