The House of Hortus
Consumer PR, Influencer marketing
Taking Lidl’s award-winning, cult favourite Hortus gin on the road for the UK’s first ever travelling pop-up gin club.
Since working with Good Relations, Lidl’s seen a massive 40% rise in gin sales year-on-year. What’s more, over 400 bottles per hour of its Gin Liqueurs were sold in November 2018 whilst the House of Hortus tour was live, equating to 7 bottles per minute within the first few days.
Of all the gin joints, in all the towns, in all the world…. make sure you walk into this one! Introducing the Lidl House of Hortus; the first ever pop-up gin club from a UK retailer to go on a nationwide tour, inspired by the cult-favourite Hortus Gin range.
Increasing Lidl gin sales 40% year-on-year
Lidl challenged us to launch a UK wide series of media and consumer events to highlight Hortus Gin, its quality credentials and build excitement ahead of the festive season. The objective was to reinforce Lidl’s place as the leader of gin-novation and champion of quality spirits, always at unbeatable value.
The Lidl House of Hortus ‘popped-up’ with three day events in London, Cardiff and Edinburgh. Visitors to the Lidl House of Hortus were able to enjoy both new and existing samples of Lidl’s Hortus Gin range served by a dedicated team of Hortus-Culturists who offered guests a customised gin and botanical pairing experience.
Guests were able to be-gin their experience in the Pink Gin Liqueur Lounge, before becoming immersed in a sensory Botanical Garden and finally head up to the Spirits in the Sky bar to enjoy a drink from Lidl’s broader spirits range.
The launch event in London’s Soho secured 140 media attendees from titles including; Mail Online, Buzzfeed, The Sun, Daily Mirror, Cosmopolitan, Hello!, Daily Express, YOU, S Magazine and Good Housekeeping, as well as celebrity guests such as Katie Piper, Lucy Mecklenburgh and Ryan Thomas.
We’ve delivered over 300 pieces of social and traditional media coverage including three separate pieces on Mail Online (MUU: 158,700,000), including two pieces featuring our video, here. The Evening Standard also featured our video on its Go London Facebook Page.
Since working with Good Relations, Lidl gin sales have increased 40% year on year.