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Plymouth Gin, the UK’s oldest branded gin, is to launch its first

advertising campaign as part of an attempt to bring the former Allied

Domecq brand back from relative obscurity.

Charles Rolls, managing director for the privately owned brand, has

appointed Team Saatchi to create a press and poster campaign.

Due to break this summer, this will centre on the August total eclipse

of the sun in south-west England, drawing on the brand’s West Country

heritage. Media is by Equinox.

Plymouth Gin was a favourite drink of naval officers in the 18th century

but more recently languished in Allied Domecq’s portfolio.

In 1996, a consortium of drinks executives bought the brand from Allied

Domecq, and appointed Rolls to turn it around. He returned Plymouth to

its 41.2% strength and resurrected the original bottle and label

design.

Two years ago it sold 5000 cases but last year sales grew by over 350%

to 13,500 cases.