The Botanist Gin has partnered with Padel Social Club as its official house gin for a second year running, tapping into one of the UK’s fastest-growing participation sports and an affluent audience that values premium experiences.
The move comes as The Botanist Gin continues to outperform the super-premium gin category, delivering +25% value growth, significantly ahead of the wider gin market.
Padel is now one of the UK’s fastest-growing leisure sports, with participation rising from 15,000 in 2019 to more than 850,000 today, creating new opportunities for premium spirits brands such as The Botanist in social, extended dwell-time environments.
The Padel Social Club partnership will be brought to life through a curated programme of events, social occasions and a dedicated The Botanist bar, designed to drive footfall and encourage post-match serves.
On 2 July, The Botanist will host a Drinks Trust charity event, bringing the industry together for a day of padel, coaching and cocktails, alongside networking and fundraising activities.
“Padel players over-index for spirits consumption (30.7%, 109 index vs. beer and wine) and sit within The Botanist’s core 25-45 demographic, prioritising elevated experiences, social occasions and quality serves,” said Maud Tsassis, Brand Manager. “We’re delighted to be returning as the official house gin at Padel Social Club following a successful collaboration last year. Together, we’re creating memorable moments that bring people together for an après-padel occasion, making this a natural partnership between two premium brands.”
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