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The Brief
Published: 29 Apr 2016

Skin & Tonic: Anti-Ageing Gin

Extra
Anti-aGin

UK-based food creatives Bompas & Parr have formulated a collagen-enriched gin that promises to rejuvenate the skin.

The aptly named Anti-aGin is a full-strength (40% ABV) spirit commissioned by British hotel company, Warner Leisure Hotels. The drink’s bottle’s has the similarly fitting strap line ‘Young in Spirit’.

Alongside collagen, which gives skin elasticity, Bompas & Parr has added chamomile, tea tree, nettle, witch-hazel and gotu kola – a small plant used in traditional medicine. It also contains traditional gin botanicals such as juniper, coriander and angelica root.

Anti-aGin is not the first alcohol product to be marketed for its positive effects. In 2014, Danish brewers Rocket Brewing Company released The Problem Solver, a craft beer with precise dosing instructions designed to get the drinker’s creative juices flowing.

The product is indicative of a wider trend that sees wellbeing and indulgence merge to offer consumers the best of both worlds. See Healthy Indulgence for more. It is also reflective of a more functional alcohol experience, as explored in Rebranding Health and New Cocktail Culture.

See also Seedlip: Non-Alcoholic Spirit, Carlsberg’s Alcohol-Free Beer and Hangover-Free Alcohol for more virtuous takes on the tipple.

For a wider look at female-friendly alcohol products and marketing campaigns, see Alcohol’s New Female Focus.

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