Luxury beverage brand Renais Gin, founded by celebrity siblings Alex and Emma Watson, just expanded into the U.S. market. The announcement came with the release of a director’s cut commercial that Emma directed herself.
For many of her American fans, it must not come as a surprise that the British actress has launched her brand of spirits with her brother because it simply runs in the family.
Emma’s father, Chris Watson, owns the French vineyard Domaine Watson, producing award-winning Chablis and Irancy wines for over 30 years.
In fact, in the director’s cut version of the commercial that Emma shot specially for Renais Gin’s entry to the U.S. market and posted on Instagram last Friday, Alex says that wine is like their “dad’s third kid.”
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The ad opens with cinematic shots of chalets, vineyards, and green grapes that transition into visuals showing how close Emma and Alex are — graded like how an old Hollywood film used to be projected.
The visuals and the siblings’ explanation of what Renais Gin means to them and what they want the brand to mean to its consumers, coupled with a relaxing piano soundtrack, set the tone for the commercial.
“It was so sweet because Alex came to me and said, ‘I’ve had this idea. What if we took the by-products from Dad’s wine and made it into a family gin?’” Emma shares.
“It’s kind of just taking the best bits of the land of nature around here and using those to inspire and create the flavor for the bottle,” Alex adds.
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The ad subtly promotes its sustainable process, weaving it beautifully into the narrative that effectively introduces what the brand stands for to a new market, as encapsulated by the name “Renais,” which means renaissance or rebirth.
We then see the siblings being surrounded by friends as they drink and tell stories in a cozy atmosphere, highlighting the theme of close relationships and “meaningful moments” that are at the heart of Renais Gin’s branding.
“What’s so lovely about the gathering around the picking of the grapes and seasons is there was such a sense of community and ritual. If we could associate Renais with anything, we would want to associate it with those kinds of moments,” Emma explains.
The spot ends with a drone shot of the vineyard and the Watsons thanking their friends for being in the brand film. Renais Gin is now available in 40 U.S. states and select stores in California at $65 per 700 ml bottle.
Armed with a Social Media Campaign
Renais Gin didn’t use an advertising agency to launch its brand in the U.S. but instead developed a social media campaign that capitalized on Emma’s nearly 75 million followers on Instagram.
The “Little Women” actress’ Instagram posts promoting Renais Gin have already accumulated over a million likes in the past three days alone.
Her posts about the European launch of the brand a year ago totaled over 12 million likes and more than 20,000 comments, showing engagement that would make a social media campaign effective.
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These numbers also translate into conversions, with Renais Gin having sold over 10,000 bottles in the U.K. Germany, France, Italy, and Australia just a year after it was released.
This number is significant considering that it’s a luxury spirits brand priced at £48. Entering a major market, like the U.S., is never easy.
But when one of the founders is already an A-list celebrity with a huge following, a social media marketing plan has a high chance of creating brand awareness from the get-go.
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On top of her social media presence and recognizable name, Emma also spotlights her ties to the U.S., calling it her “second home” and reminding everyone that she’s a Brown University graduate.
The launch also includes a limited “Summer Artwork Edition” sleeve showcasing artwork made by Emma herself, complete with a sticker sheet to personalize the bottle.
Priced at $80, the limited-edition Renais Gin is available exclusively in the U.S. These executions not only enable the brand to build a foundation with its American audience but also make them feel special. Touting its carbon-neutral process natural botanical ingredients, Renais Gin is set to take over the U.S. market.
