Sipsmith was granted the first small-scale distilling licence for nearly 200 years in 2009, paving the way for an explosion of craft gins.

Marketing Week talks to Sipsmith’s global marketing director, Kate Moorcroft about the premium gin’s journey and how 10 years on the brand is ready to “supercharge” from a benchmark brand to a leader in its own right.

So far, this year it has introduced a new flavour, released its first TV campaign and launched a canned ready-to-drink gin and tonic, all of which Moorcroft says are part of the brand’s vision to make “outrageously good gin”.

READ MORE: Sipsmith on why after 10 years it’s ‘supercharging’ its brand