The phenomenal rise of gin will see the sector grow by 12.8% by 2022, a growth rate outstripping vodka and Scotch whiskey, according to the IWSR Vinexpo Report 2012-2022. And as the sector grows, so too does the communications and messaging surrounding it need to reflect and include every type of consumer.

The first step comes by dismantling long entrenched gender stereotypes that have been pervasive across the drinks sector. This is something that Bloom Gin are aiming to do with a new campaign from ZAK, ‘Live Full Bloom.’

The campaign uses vibrant imagery of powerful, confident women to reflect the profile of each of the drinks. It uses the strikingly unique nature of each of the women to capture the difference taste and personality of each gin.

The aesthetic of the unapologetically bold campaign stands out in the often carbon copy world of drinks advertising. The imagery is a self-aware nod to high fashion rather than reflective of the brand’s own sector, drawing from a different industry to capture the premium quality of the gin.

During its 250-year history, there have only been seven Master Distillers at Bloom Gin and the current one, Joanne Moore, is one of the world’s first female Master Distillers.

This campaign marks a step change for the drinks industry, moving away from the gender stereotypes of old and recognising that not every gin drinker is alike. While the image of the whiskey drinking exec still pervades, campaigns like this from Bloom Gin are helping to rewrite the narrative and create more inclusive messaging for the alcoholic drinks sector.