This gin brand is redefining what it means to be a classic

by Louise Burgers. Have you ever thought about what it means to be a ‘classic’? We know that quality brands and movies and cars can become classics, but what about people in the here and now? Wixworth Gin has a new campaign out where they celebrate ordinary people doing extraordinary things, people with all the hallmarks of a ‘classic’ as what they are doing and the impact they will make, will endure.

The campaign is all about standing out from the crowd, achieving your dreams and making a difference despite the odds. This is how the brand describes a classic: “A classic is something or someone of a particular style, of lasting worth, and has a timeless quality. Being classic is about having originality at the heart and doing things your way. It doesn’t mean you need to be the master of your craft or achieve legendary status. Just being who you are and living the life the way you want, is what makes you classic.”

Zonja Penzhorn, the brand manager for Wixworth Gin, said it is about being different, but staying true to yourself and your beliefs. She said their latest marketing push was more about getting the message of their brand’s point of view across, than simply a brand campaign.

Obviously, as the campaign goes, Wixworth Gin is also a classic, using a centuries old formula updated with a fusion of renosterbos to create a ‘classic’ gin recipe that makes it unique too. As Penzhorn explained: “So many people are trying to be something which they are not or trying to conform to what they think others want or what others are doing. Why follow a trend when you can be original? The same can be said for gin.”

The gin brand is wholly owned, marketed and distributed by the Really Great Brand Company (RGBC), which also markets and distributes some of the leading alcohol brands in the world in South Africa.

“The classic gin trade is not our own, but our recipe is. To stay true to who you are. To be a classic, originally created. Be yourself. Do what you love. Surround yourself with people who appreciate that. That is our product proposition and the overarching message we want to share. Our unconventional bottle encapsulates this.”

Purpose is also imbued in this latest campaign, as well as the brand, which supports stoprhinopoaching.com with a percentage of sales from every bottle of the gin sold.

“As part of the ‘Be A Classic’ positioning, we’re building a community of classics. These individuals share the same ethos as Wixworth. Their craft has been around for centuries and though their trade is not their own, their recipes are. These individuals have carved a niche by doing things their way and not conforming to what society prescribes. We’re proud to collaborate with classics like artist and blacksmith, Alon Fainstein; musical duo, Acoustic Element; culinary artist, Charmaine Ramalope; and conservationist, Elise Serfontein, founder of stoprhinopoaching.com – these South Africans contribute to our people, our places, and our way of life,” said Penzhorn.

“When I was looking for our classics, it was for people who would join a community of classics, who resonated with each other, who celebrate each other’s originality. We are not paying them to be part of this campaign, this really is a community.”

The brand is also inviting people from all walks of life to share their stories of how they have stayed true to themselves in pursuit of their passion. Classics can visit www.wixworth.com/be-a-classic/ for more information.

Publicity for the campaign is predominantly driven through PR and social media; as well as in store promotions.

Louise Burgers (previously Marsland) is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.

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