Raising the bar in premium gin

Introducing Masons of Yorkshire’s newest combination, orange and lime leaf.

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More to see - keep scrolling!

The Task

As Masons of Yorkshire rejuvenated with a bold new look and range addition to raise the bar in premium gin, it was our role to make the brand even more famous and help it on its quest to become one of the UK’s most definitive gin brands.

The Start Point

Our bespoke insights showed one in four regular gin consumers trade up to a premium offering at least once a month – with many of them wanting to hunt out experiences and brands that inspire them. We just had to give them a helping hand so they could discover Masons of Yorkshire.

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The Strategic Thinking

#gin has been featured on 9 million posts on Instagram, and in 2020, there were over 400 distilleries registered in the UK. We knew that to stand out, we had to cut through this noise and get Masons of Yorkshire into the hands of the right people…

The Creative Moment

Orange and Lime Leaf, the newest addition to the Masons of Yorkshire range, brought with it a stunning new look that rolled out across the whole Masons portfolio – with elegant glass embossed bottles and beautiful coloured flavour cues we knew this standout edition could take pride of place in any gin collection.

The Tactics

To celebrate the new look, we delivered a bottle of the new Orange and Lime Leaf to carefully selected media and Instagram gin experts, so they could enjoy a bottle of the new variant courtesy of Masons of Yorkshire founders Karl and Cathy Mason.

The Humble Brag

+3.5M

people reached via PR coverage alone

+199k

reached on Instagram via our gin experts

+300

new followers during media gifting period

The Business Impact

Client Feedback

“Our rebrand and the launch of Orange and Lime Leaf was really important for us, and we were delighted by the results secured by R&T - PR formed a big part of our launch strategy, alongside print advertising and paid social. Within six months of the launch, Orange and Lime Leaf has become our 2nd best seller in the range, behind our Original, and the R&T team have gone on to secure coverage for us in key publications for us including GQ and The Times Magazine."

Masons of Yorkshire