Bombay Sapphire, the premium gin brand owned by Bacardi Limited, has launched a fresh campaign aimed at making gin more accessible with a new cocktail creation. Departing from the classic gin and tonic serve, the brand’s latest marketing push introduces the Sparkling Lemon—a light, citrus-forward drink that Bombay Sapphire hopes will act as a “gateway into gin” for hesitant drinkers.
Sparkling Lemon offers an alternative to tonic
Central to the new campaign is a reimagined way to enjoy Bombay Sapphire: replacing the traditional tonic with lemonade. The Sparkling Lemon cocktail, according to the brand, is designed to offer a softer, more refreshing introduction to gin, especially for those put off by the bitter taste of tonic water.
Described in its latest advert as “basically Friday in a glass,” the Sparkling Lemon is being positioned as the perfect way to usher in the weekend. With its approachable flavour profile and minimal ingredients, the drink is aimed at summer gatherings and spontaneous social moments.
Bombay Sapphire brand director Jaime Keller noted, “With its effortless recipe, the cocktail is the perfect gateway into gin for those who have not yet found their perfect match or are looking to add excitement to their summer cocktail repertoire.”
The campaign leans into themes of togetherness and relaxed sophistication, aiming to appeal to casual drinkers as well as cocktail enthusiasts.
Two recipes to suit different tastes
To cater to a range of palates, Bombay Sapphire has released two versions of the Sparkling Lemon. Both call for 1.5 ounces of Bombay Sapphire London Dry Gin, served over ice in a balloon glass.
The first version recommends topping the gin with five ounces of San Pellegrino Limonata for a zesty, sparkling lemon twist. The second option combines three ounces of traditional lemonade with three ounces of club soda, offering a more classic citrus experience with added fizz.
The simplicity of both serves is key to their appeal. Designed to be easily replicated at home or served quickly in busy bars, the Sparkling Lemon positions itself as an accessible and stylish option for warmer months.
Campaign unveiled in New York City
The campaign’s launch was unveiled at Grand Central Station in New York City earlier this summer. Alongside a series of digital ads and online content, Bombay Sapphire is running out-of-home displays throughout the city to promote the new cocktail. Social media promotions are also central to the campaign, with vibrant visuals that play on the aesthetics of summer and cocktail culture.
The brand has chosen to focus its messaging on U.S. consumers, a market where gin is still battling for broader acceptance. While gin and tonic is a staple in countries like the UK and Spain, the taste of quinine in tonic can be off-putting to some American drinkers. By swapping in lemonade, Bombay Sapphire hopes to bypass this barrier and introduce more people to its flagship product.
Cocktail culture and creative branding
This isn’t the first time Bombay Sapphire has leaned into visual storytelling and design-forward campaigns to promote its products. Last year, the brand partnered with fashion designer Christian Siriano to launch a collection of drinks-inspired garments and accessories. That collaboration emphasized the brand’s longstanding connection to creativity, style, and artistic flair.
The Sparkling Lemon campaign continues this trend, blending sleek visuals and vibrant colors to craft a compelling summer narrative. With an emphasis on sociability, lightness, and ease, Bombay Sapphire is making a clear pitch to a younger, more casual audience—particularly those curious about gin but unsure where to begin.
As gin brands look for ways to grow their footprint in the U.S., Bombay Sapphire’s latest campaign offers a fresh approach. By rethinking the classic serve and offering a softer introduction to its botanical spirit, the brand is not only creating a new cocktail—it’s opening the door for a wider audience to enjoy gin on their own terms.