Yorkshire distillery Masons of Yorkshire is launching its biggest ever marketing campaign with the aim to put ‘Masons on the map’ as Yorkshire’s first and foremost purveyor of gin.
The campaign will focus on Leeds and the surrounding areas, celebrating Masons being the first Yorkshire gin, being the UK’s most richly decorated gin producer, and enforcing its intrinsic link with the region. OOH, experiential, PR, on-trade, off-trade, and digital will combine for Mason’s first significant brand drive.
James Bell, head of marketing, Masons of Yorkshire spearheaded the campaign. He said: “We are Yorkshire’s original gin and we’re proud to be based here and live and breathe all things Yorkshire. This campaign is not just a celebration of the region but to highlight our credentials as the best-reviewed and one of the most loved gins in the country with 3,000 reviews on Trustpilot and over 125 international awards. We hope to get even more glowing reviews and positive feedback face-to-face in the last week of September around Leeds.”
Masons, which has staged a remarkable turnaround since its distillery was destroyed by a fire in 2019, is targeting over 100,000 samples in just a week via the on-trade bars in Leeds alongside a prime sampling spot at Leeds Trinity over the weekend of 30th September. Locals will spot an impressive stand next to M&S where they can sample the range as well as a full OOH Banner takeover of the whole Trinity Arcade and surrounding shopping areas and ring road.
Influencers will be supporting the campaign over Youtube, Instagram and Facebook with hashtags, #MakeItAMasons #MasonsOfYorkshire #NotAllGinsAreCreatedEqual.
Masons of Yorkshire are also hosting a cocktail competition at Pastel Leeds on September 29, in which some of the best bartenders in the North will use Masons The Original Gin to create new concoctions to celebrate all things gin.
Masons has already enjoyed a busy 2022, with multiple award wins across its portfolio of gins and British vodka of the highest pedigree and listings secured at Tesco, Sainsburys, Morrisons, Ocado, Waitrose Cellar, Booths & Fenwicks. The distillery is based in Leeming Bar, North Yorkshire.
