MAXXIUM UK has swapped boats for blooms in a £15m repositioning of its Plymouth brand.
The new strategy centres on gardening and targets men and women gin drinkers in the 45-plus age bracket, who enjoy relaxing in the home and the garden.
A £2m marketing campaign includes the brand's first UK consumer advertising campaign.
A sampling programme will take place at garden centres and top gardening shows and will be backed by gardener James Alexander Sinclair and celebrity chefs including the Tanner brothers.
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