Super premium vodka is the drink of the ‘tribe’, but can lack distinctiveness; with Bombay’s expertise, they wanted to challenge preconceptions of taste and brand experience. Bacardi's main objective was to create a super premium gin to complement Bombay Sapphire and begin extending the brand portfolio. Differentiation was a key driver, and as such this had to reverberate through visual communication to product taste. It was important for Bombay drinkers to recognise Amber as an offering relevant to them, whilst appealing to new consumers through innovation.

Looking first to taste, we worked closely with Bombay’s master distiller to create a unique flavour profile - infusing gin with spices, balancing this fragrant spice with the bitterness of orange zest, and then finishing the product in French Vermouth barrels.

To package this unique product, we designed a bespoke structure to ensure that Bombay Amber stands out on any back bar. Amber is inherently linked to Sapphire through its typography and graphic cues, and yet the bottle’s pigment is warm; a disruptive departure from the Bombay blue that has always been associated with the brand.

Having only launched in January, it is too early to determine product success. So far Amber has been launched Worldwide in Australia, Spain and Singapore.