Circumventing sampling: Crafter’s develops unique gin sprays to overcome post-pandemic consumer challenges

11-Jul-2023 - Last updated on 11-Jul-2023 at 04:26 GMT

Crafter’s has created a unique edible ‘gin spray’ to circumvent the challenges arising from consumer reluctance to participate in product sampling COVID-19. ©Crafter's

Gin specialist Crafter’s has created a unique edible ‘gin spray’ to circumvent the challenges arising from consumer reluctance to participate in product sampling after the COVID-19 pandemic.

One of the alcohol sector’s biggest challenges in APAC since the COVID-19 pandemic hit has been the difficulty in pushing out new products due to a general reluctance to taste or sample in-store.

Gin firm Crafter’s has developed an unusual method to circumvent this challenge, via the creation of strong gin sprays that can effectively confer the aroma of its products by spraying these into the air in general, onto skin or into a glass of still or sparkling water.

“We developed this concept during the height of the COVID-19 pandemic when tastings were not allowed in many markets – this gin spray is almost like a perfume, which can effectively convey the aromas of our gins even if consumers are cautious about the actual sampling and tasting in airports or elsewhere,” Crafter’s Export Marketing Specialist Gloria Hallaste told FoodNavigator-Asia at the Tax Free World Associaton (TFWA) event in Singapore.

“The whole point of these is to provide consumers with the best sensory experience possible – so in addition to the sprays to provide the aroma, we also focus on having consumers touch the bottles, see the ingredients, and even hear special music we have developed for each of our gins.”

Crafter’s main portfolio comprises three gin varieties: London Dry with veronica and fennel, Aromatic Flower with rosehip and meadowsweet, and Wild Forest with spruce and pine.

“In the Asia Pacific market, the Aromatic Flower in particular is doing really well as we have noticed a penchant in this region for sweeter, more aromatic flavours,” she added.

“The incorporation of rose really has catalysed the popularity of this variant – and it also has butterfly pea extract which gives it a pink hue once tonic water is added, which is also very much a trend in this region.”

This is a unique trend for this region, as in Crafter’s native market of Estonia which is very Nordic and nature-intensive, the popularity of flavours fluctuates depending on the season.

“We do see London Dry and Wild Forest as being more popular year-round in the EU by comparison though, as there is a lot more appreciation for the seasonality as well as the smokiness that the pine and spruce aspects bring in this market,” she added.

“That said, there is no doubt that in APAC Aromatic Flower is doing extremely well and the ability for consumers to have a sensory experience of this product via the sprays has meant that sales have continued well here.”

Upcycling innovation

Crafter’s has also developed its own unique take on sustainable innovation, in the form of what it calls ‘zero-waste’ drinks and cheese, made using juniper berries from its gin production.

“We have created what we call Junibeer or Re-crafted Crafter’s, made by upcycling juniper berries that were used for the gin distillation,” Hallaste said.

“Junibeer is available as either 0% or 3.2% alcoholic products, and have found favour with many consumers that have a sustainability focus.

“We have also made a cheese that incorporates both Gouda cheese and these upcycled juniper berries, which is popular as an accompaniment to the drinks.”

Crafter’s aims to develop more robustly into the Asia Pacfic market moving forward in 2023, a market which it has only been in for about a year so far.