Setting Sights on Building a Strong Brand: Key Insights from the South African Gin Trend A Case study on Blind Tiger Gin

Abstract

This small-scale study identified and explored the key trends within the South African craft gin market. These trends were then used in conjunction with specific brand building models to provide insight into how Blind Tiger Gin can increase brand presence. The South African craft gin market is saturated as more brands enter the market with more products. As a young brand, it is essential that Blind Tiger Gin know how to increase brand awareness and brand presence. Achieving this will ensure they remain viable in the market. The research gathered for this study was done through a mixed methods design, that used both qualitative and qualitative research methodologies. The data collection methods used were numerical AMPS data, interviews and observational research. Through the research design, findings and insights were gathered which led to meaningful conclusions and recommendations. It was concluded that there are four key trends in the South African craft gin market that Blind Tiger Gin can implement into specific brand building models. By repositioning their brand and investing in distribution and marketing, Blind Tiger Gin can increase brand value and their presence in the market. As a young brand, Blind Tiger Gin will benefit from this study as they will gain insights into their product category, their consumers as well as industry professional advice on how to increase brand presence. Through the use of strategic brand building models, Blind Tiger Gin will be given a guide as to how they can use this information to increase their viability and combat the competition in the saturated craft gin market.