This is a synopsis of a presentation by Nick Gray, Director at Design Bridge, shown at the World Whiskies Conference in Scotland, April 2011. Mixing the traditional with the contemporary - what can whisky learn from gin?
Mixing the traditional with the contemporary:are there lessons to be learnt from gin?A presentation to the World Whisky Conference, 12 April 2011Nick Gray
Contents…What is Design Bridge; what do we know about Whisky or Gin?What do whisky brands stand for?Perceptions of whiskyThe world today; the birth of “Rivivalism”Charting the rise of gin over the past 15 yearsWhat can whisky learn from gin?Conclusion 2
The world today…More of us living in cities…UK1950 – 79% living in cities2030 – 92.2% predicted to live in citiesChina1950 – 13% living in cities2030 – 40% predicted to live in citiesBotswana1950 – 2.7% living in cities2030 – 61.2% predicted to live in citiesWith numbers set to rise will our perceptions of status change? 26
Revivalism…An urban revolution that is reviving:• old customs and hobbies• time-honoured traditions• a simpler way of life• local initiatives in a digital age• forgotten brands“People are fed up with the economic and socialmodel of mass production and consumption”Jeffrey SaundersThe Copenhagen Institute for Future Studies 27
For Example:Old customs, hobbies and fashions 28
Eagle Street Rooftop Farm(Be Local)6,000 square foot green roof organic vegetable farm located atop a warehouserooftop in Greenpoint, Brooklyn.During New York City’s growing season, the farmers at Eagle Street Rooftop Farmsupply a community supported agriculture (CSA) program, an onsite farm market,and bicycle fresh produce to area restaurants. 35
Passion, breaking new ground, uncovering lost recipes 49
Innocent drinks and Sipsmith; 0.3 miles of separation! 50
Sipsmith“…people are talking about it and if anything it sort ofstarted a movement which is pretty powerful stuff”Tim HaywardFood writer, BroadcasterSpeaking at The Observer Food and Drink Awards 2010 51
An URBAN spirit reviving craft and fine ingredients 52
What can whisky learn from gin?Age and sipping are not sacred – boundaries are getting blurred.Nu-austerity in Western markets has dampened appetites for images of status.Revivalism captures a craving for craft and simple pleasures in life, spawningbrands like Sipsmith.Gin has successfully mixed images of tradition and contemporary, as a truereflection of its roots – i.e. cities. 60
Conclusion and the paradox of revivalismGin is by association an URBAN spirit; Whisky a RURAL spirit.Many URBAN brands are embracing revivalism, which paradoxical assimilatesRURAL practices.Whisky has long been associated with status but has started to curb overtshows of wealth in many markets.Whisky has all the raw ingredients to embrace revivalism but…• will its RURAL roots hamper such a course• will market pressures determine its courseIs Revivalism just a fad? If not is whisky on borrowed time?(the start of their evening and the end of yours?) 61
Thank youIntellectual propertyPlease note that the contents of this document are for demonstration,comparison & review and may not be reproduced in any way.ConfidentialityThe contents of this proposal are strictly confidential between Design Bridgeand the company to whom the proposal is addressed, and may not be sharedwith any other party without Design Bridge’s permission.