Global partnership with Alex Thomson revealed!

Opihr Gin, the world’s fastest-growing premium gin[1], has unveiled record-breaking British sailor, Alex Thomson, as the face of the brand as it aims to inspire consumers worldwide to embrace the Spirit of Adventure.

The partnership was announced by Thomson at the London Boat Show at ExCel, in South-East London today [11th January 2018], attended by sailing enthusiasts from across the UK. Thomson, who is the fastest Brit to sail solo, non-stop around the world on a monohull, will be working with the spiced gin brand to raise awareness of Opihr and the brand’s links to maritime adventure and discovery.

The Spirit of Adventure, Personified

Thomson is considered a favourite to win the Vendée Globe in 2020. The race, which takes place every four years and is the pinnacle race of sailing adventure, has been in existence since 1989 and sees sailors spend over 70 days racing 26,000 miles solo and unassisted across the world’s oceans. Having finished third in 2013 and second in 2017, Thomson will make sporting history if he wins the solo, non-stop, round the world race in 2020.

Thomson is the first ambassador for Opihr and his appointment is indicative of brand owner Quintessential Brands’ ambitions for Opihr, which is currently growing in the UK at 154%[2] and experiencing strong growth in many other markets worldwide.

Talking about the partnership, Thomson commented, “I am really excited to partner with Opihr Gin as there is a strong connection of adventure between Opihr, inspired by the Ancient Spice Route, and my sport of extreme offshore sailing – both of which journey through the oceans. I am looking forward to working with Opihr, a successful and ambitious brand, and together, we want to encourage people across the world to challenge themselves and embrace adventure!”

Mike Salmon, Chief Marketing Officer for Quintessential Brands, said; “Maritime adventure and discovery is at the very heart of Opihr and if anyone personifies the brand’s Spirit of Adventure, it’s got to be Alex Thomson. Alex is a true inspiration and a fascinating character with great stories of his time at sea. We’re thrilled to be supporting him as he prepares for his next big solo race[3] and we’re delighted to be working with him to bring Opihr’s Spirit of Adventure to life for a wider audience in the year ahead.”

Opihr will also continue to bring the Spirit of Adventure to life for consumers in the UK through its association with yachting company, Sunsail UK, culminating in high profile activation at Cowes Week, the biggest date in the UK sailing calendar, which takes place in August. The campaign will also engage discerning consumers through PR and digital media activity throughout the year.

Opihr Gin – The Spirit of Adventure

Inspired by the adventurous nature of the merchants who traversed the Spice Route in ancient times, Opihr (pronounced {O-peer}), is a London Dry Gin infused with exotic hand-picked botanicals, spices and herbs, resulting in a unique, flavoursome gin that intrigues and delights the senses. Thanks to this intriguing flavour profile, its versatility, and its inspiring story, Opihr Gin is fast gaining a loyal following amongst bartenders and discerning drinkers the world over. Today it is the fastest-growing premium gin in the world[4], sold in over 100 countries worldwide.

Extending the Opihr brand family

The brand announced its first-ever brand extension in October 2017 with the launch of the Opihr Adventurer’s Edition. Encapsulating the essence of adventure and discovery, which is at the heart of the brand, Opihr Adventurers’ Edition delivers a more robust taste than the original Opihr expression and is 42.5% ABV in strength, in reference to the midway latitude of the locations from which the botanicals for Opihr Gin are sourced.

Brand owner, Quintessential Brands, will also be continuing to engage the global bar community with Opihr as the Opihr World Adventure Cocktail Competition returns for its fourth year. The 2017 edition saw Aaron Pollack of The Dawson in Chicago, USA, crowned the 2017 winner at the Global Final in Marrakech, Morocco in September 2017.

 

[1] IWSR 2016

[2] IRI data

[3] Route du Rhum, from Saint Malo, France, to Pointe-a-Pitre, Guadeloupe, taking place in November 2018. This year marks the 40th anniversary of the race, which takes place every four years.

[4] IWSR 2016

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