Still Life Spirits- Revitalising Casperrin Gin
The Challenge
Australia’s spirits industry is on fire right now, with more than 600 distilleries popping up across the country compared to just 28 in 2014. In this competitive landscape, Still Life Spirits (the team behind Casperrin Gin) wanted to carve out their niche and secure wholesale distribution. As a new player in the market, they needed a solid strategy to stand out.
That’s where I came in. With my experience in brand and pricing strategy and a solid network of industry contacts, I was in a perfect position to help them figure out how to stand out, set competitive pricing, and unlock new opportunities.
My Approach
Casperrin Gin wanted to assess three products: their Signature Gin (a mandarin-led spirit), an Australian Dry, and a new product in the works designed specifically for mixology.
The first step? We kicked things off with a workshop with the founders to dive deep into competitor analysis, evaluate each product’s unique selling points, and brainstorm on pricing and positioning. Next, I gathered feedback from 12+ industry experts, including spirit judges, retailers, buyers, and top-tier cocktail bartenders. The goal was to get a real sense of how the market viewed their products.
What I Delivered
The result was a thorough 42-page report covering everything from product positioning and unique selling propositions (USP) to pricing strategies and promotional ideas. We also dug into the insights from the trade survey, touching on everything from branding to packaging and incentives.
We worked together to define who their ideal trade customer was, what key consumption drivers to focus on, and which sales channels would work best. On top of that, we made sure the pricing strategy they were considering was strong and sustainable. Armed with this info, the team at Casperrin Gin now has a solid understanding of their market position, market placement, and pricing strategy. With everything in place, Casperrin are ready to take their gin to market with confidence, setting the stage for exciting sales growth.
Now, who’s ready for a Casperrin martini?
What They [Casperrin] Say
“As a new spirits company launching our first product, we were figuring out not just where we sit in the market, but how to actually engage trade in a way that works. Holly really helped us cut through that. She got what we were about, tailored her approach to suit, and helped us feel more confident in our pricing and product.
She also brought great ideas around incentive structures and gave us clear, practical next steps—both short and medium term—which we’re already using to shape our go-to-market plan.
She’s easy to work with, fits in with our (slightly chaotic) style, and still brings the level of professionalism needed to get stuff done. Plus, she connected us with some really valuable industry people.
I won’t be recommending Holly to anyone else—we’re keeping her as our secret weapon!”