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BGN keeps spirits high (end) with brochure for Carlsberg Marston’s Distilled

BGN, the Manchester-based brand-led design and digital agency, has created a new premium spirit listings brochure for Distilled, the specialist spirits division of Carlsberg Marston’s Brewing Company (CMBC).

Distilled has sold spirits to the UK on-trade sector for the last 25 years.

The A4, 116-page coffee table brochure is primarily aimed at bar owners and mixologists. It has been curated to drive spirit orders and position Distilled as knowledgeable experts with a diverse range of products on offer.

The periodical is filled with information and includes content from the Thinking Drinkers. Everything in it has been created to appeal to the target audiences and to help elevate Distilled’s sales team in the eyes of the people who live and breathe the spirits and cocktail industry.

BGN started working with CMBC five years ago and creating the main Distilled brand was the agency’s first brief with the company.

David Newton, creative director at BGN, said: “We wanted to avoid the design trends of other spirits suppliers and the tired sales brochure format, so we produced a high-end editorial fashion format that people would actually want to read without feeling like they are being sold to.”

Michael Puckett, customer marketing manager at CMBC, added: “BGN has done an amazing job, and have created something truly unique and stunning. It’s a great mix of style and information without losing sight of the fact that it needs to convey our product range and help with our up-selling and cross-selling strategies.”

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