Introducing a Gin Worthy of Downton Abbey

Inspiring Interest in Gin Among US Fans of Downton Abbey

Globally recognized as the iconic face of Downton Abbey, Highclere Castle launched a new gin brand in the US timed to the debut of the Downton Abbey movie in 2019. 

At a time when gin spirits were on the ascendancy in the US, Dialogue supported the launch with a Good Taste campaign that sought to differentiate Highclere Castle Gin by its exceptionally smooth taste in order to win over non-gin drinkers. 

The campaign kicked off leveraging the movie, but Dialogue continued forward momentum through the holiday gift-giving season. Over the course of four months, we earned coverage in Entertainment Weekly, Us Weekly, In Touch Weekly, Town & Country, Architectural DigestFortuneDelish, Parade magazine and the Associated Press among others.  See some of our coverage highlights on our Instagram page

A media tour for Highclere Castle's real countess, Lady Carnarvon, led by Dialogue's Naomi Salad was the source for most of the coverage.  Two years later, journalist Rachel Weingarten shared her memory of meeting the charming and entertaining Lady Carnarvon, whom she later profiled in Parade:

 

Lady Carnarvon of Highclere Castle with US journalist Rachel Weingarten

Outcomes Graphics (2)

 

Topics: Marketing to Consumers, Public Relations