We were tasked to attract a young adult audience with gin at the periphery of their alcoholic repertoire. They’re explorers of discerning brands, seek uncommon provenance and desire to appear discerning. So we set out to tell stories of the product’s intrinsic ingredients, to locate 10 hand-selected plants inside foreign jungles, cool waters and distant depths. In turn, Bombay inspires others to seek such rarified and refined beauty—in experiences of love and lust for life. That’s sublime…the brink that excites the senses, piques the intellect and lifts up life from its everyday hum. Which is exactly the power of a luxury brand.