Exporting Runway 28 Irish Craft Gin to Tenerife.
One account of product migration!
At a brand awareness event in Ireland recently, the question of Runway 28 Premium Irish gin (a one year old gin brand) & it’s distribution, was put to the brand- ambassador on stage. In somewhat comical terms, the host commented, “your brand is going from online sales in Ireland, straight onto the shelves in Tenerife? None of your local off-licence hum-drum for this gal!” Thus followed several chuckles from the amused audience. The reality, of course, is a little more complicated, and not usually obvious to the uninitiated gin consumers of Ireland. No matter how bespoke, delicious, or premium your gin is, the fact of the matter is that with a hefty government duty levy per bottle, plus an additional 23% VAT levelled upon that, not to mention a fiercely growing and competitive Irish market, product migration in search of leaner tax constraints, and more accessible routes to market, can be the most pro-active strategy a gal can take. “I started out with a passion for premium products many years ago,” Marie Ann McLoughlin Dwyer, the creator, guardian and custodian of RW28 gin says, “however, government levy’s, particularly within the alcohol arena, have forced me to look to markets further afield. It’s almost impossible to believe, but it’s probably more cost effective for me to take my product almost 3000km south of Ireland, tackling shipping, logistics, and foreign export rules head on, and still have a better chance of making somewhat of a profit, than it is to stay in Ireland forever knocking on super market chain doors and attending endless free government sponsored webinars on “How to make your brand stand out!” I’ve never particularly been a figures person, but even I understand that unless something drastically changes in Ireland, new businesses are going to struggle to survive.”
Runway 28 Premium Irish Gin came into existence during one of the many lockdowns in Ireland. It was born in December 2020. Conscious of a few bob doing nothing in a small business account, Marie Ann decided to throw caution to the wind, and entered the ever expanding world of gin. “You know, I remember thinking that there is plenty of room for all, which I still believe by the way. To me the measure of a good product is expertise, passion, and of course presentation,” said Marie Ann. “Also, it’s not my first ride at the rodeo, I’ve worked (and learned ) from some iconic luxury brands within aviation & beauty retail. The two things all quality and established brands have is a uniquely good product, and a recognisably good personality and presence, after that it’s simply persistence!”
2021 has been filled with product development and awareness, with an emphasis on social media and communications, grant applications, of the dangling carrot variety, honing and developing the Runway 28 Gin brand identity, competing for brand endorsements, being scrutinised and examined by well known standards associations, including inclusion by Guaranteed Irish. Ultimately, there are no magic wands, or as they say, free lunches. Survival is for the fittest, and the most resilient and creative, and distractions are many.
So the flurry of year one has now passed. Knocking on well knocked upon doors, playing the home grown card has run it’s course. In fact you might find yourself feeling like one of those kids that didn’t get picked to appear on the Late Late Toy Show! But the winds of change are pushing the brand in a southern direction, a little closer to the equator, ironically with less chance of getting burned! Year two has yet to reveal itself, and who knows what may happen, the sky is the limit, possibilities we have never thought of, are just around the corner! Perhaps it will take the embrace of the diaspora or indeed the draw of the winter sunshine for this Irish gin independent to one day balance the books firmly in their favour. Who was it that once said “Only those who risk going too far, can possibly find out how far they can go?” not the VAT man back home, that’s for sure! Chin Chin!
For all enquires regarding Runway 28 Irish Craft Gin (Tenerife and Canary Islands division) please contact beverages@nowtenerife.com
