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› "There will be a reframing of consumers' creativity around this year's socialising" - just-drinks speaks to Natasha Curtin, global VP for Bombay Sapphire
"There will be a reframing of consumers' creativity around this year's socialising" - just-drinks speaks to Natasha Curtin, global VP for Bombay Sapphire
2020-11-27 14:05:00| Daily beverage news and comment - from just-drinks.com
Like many spirits brands, Bacardi-owned gin Bombay Sapphire has had to re-evaluate its marketing strategy this year. Through activations such as virtual tastings and experimentation, Bacardi has been encouraging consumers to express their creativity through the likes of mixology and art. Earlier this week, just-drinks spoke to Natasha Curtin, Bacardi's global VP for Bombay Sapphire, about the challenges the brand has faced in 2020, the impact of recurring lockdowns on consumer habits and how the gin is promoting artistic expression across the festive season.
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