Edinburgh Gin has launched a limited-edition ‘gin safe’ that transforms the gift of gin into a personalised game, making unwrapping Christmas presents more magical than ever.
Exclusively available via edinburghgin.com/shop, each gin safe is a hand-crafted, clear box that arrives with a 70cl Edinburgh Gin bottle inside – either Classic, Rhubarb & Ginger, Lemon & Jasmine or Bramble & Honey. But in a fun twist, the delicious contents are firmly padlocked within.
The only way to open the box is to solve a cryptic clue, which will reveal the combination to get inside. Like an escape room in reverse – but for gin – each box has a secret code known only to Its makers, meaning it’s impossible to cheat.
And once the secret combination has been discovered, the box can become a permanent ‘gin safe’, keeping goodies secure and allowing its owner to decide how much of their wonderous gift they’d like to share (if at all).
The limited-edition boxes have been released to coincide with the brand’s new ‘Filled with Wonder’ campaign, which tells the story of Edinburgh Gin’s imaginative and carefully considered approach to gin-making.
A new dreamlike TV spot, which aired for the first time on Tuesday, 3 December, creatively reimagines the taste of their signature Rhubarb & Ginger gin; transporting its audience through changing perspectives in its hometown city of Edinburgh.
Neil Mowat, UK marketing director of Edinburgh Gin: ‘Imagination is in our DNA. Since we pioneered Rhubarb & Ginger over five years ago, we’ve continued to create combinations of natural flavours that are sophisticated, sometimes surprising, but always filled with wonder.
‘Given Christmas is the most wonder-filled time of the year, we wanted to bring some of our own distinctive magic to the concept of gift wrapping with our gin safes. Designed with the ultimate gin fan in mind, they’ll be able to see the reward that’s waiting for them, but they’ll need to have a little fun first to unlock the wonder within.’
Gin is now the UK’s most popular spirit having experienced astronomic growth in recent years. More than a quarter of the population has bought gin and gin liqueurs in the 12 months to June 2019, helping to create an industry worth £2.2bn. Edinburgh Gin has played a key role in defining the market and currently has three of the top eight best-selling flavoured gin products.
Three new, full-strength flavour extensions from its multi-award-winning distillery have been released in the past year, including Rhubarb & Ginger, Lemon & Jasmine and Bramble & Honey, each of which combine their own balanced natural flavours with the juniper-forward profile of a classic gin (all are 40% ABV, 70cl and have a RRP of £28).
The limited-edition gin-safes, which contain a 70cl bottle of Edinburgh Gin, are priced at £50 and are available now from www.edinburghgin.com.