The local(s) as the new global? local brands for the new premium markets for spirits: The case of Gin Mare

In the last few years, the gin market witnessed a dramatic rise of premium and super premium brands. Once a commodity-like product category dominated by large multinational companies, the supply of gin is now characterized by the presence of myriad small-scale handcrafting producers striving to achieve distinct competitive positioning by emphasizing authenticity of botanicals, local culture and cultural capital. This case describes the birth, evolution and future developments of one brand that has contributed to making the gin industry one of the liveliest within the spirit industry: Gin Mare. Uniquely positioned as a Mediterranean brand, Gin Mare is here presented as a company that competes in the global arena by conveying its local cultural capital in an effective branding strategy.