Anti-aGin

Warner Leisure Hotels mainly served guests aged 75 and over and needed to attract a younger 55+ audience without alienating existing guests, in a crowded hospitality market where conventional advertising was unlikely to shift perception. The target group liked a drink but did not like the thought of getting older, at a time when the UK anti-ageing scene offered creams and supplements rather than anything social. Warner's own bar and restaurant sales data, matched to research of British adults aged 55+, showed gin was consistently the most popular drink in the bracket, so the idea met an existing behaviour rather than trying to create one.

Bottle, with food experience studio Bompas & Parr, created Anti-aGin, a Warner-exclusive gin positioned as the world's first anti-ageing spirit and containing edible collagen and antioxidant botanicals. It was stocked at 13 Warner hotels and, in deliberately limited quantities, at online retailer Drinksupermarket.co.uk. TV presenter and stylist Nicky Hambleton Jones fronted the collagen story as a paid spokesperson, and public figures including Philip Schofield commented organically on Twitter.

The work landed because a purchasable product with a novel claim gave media a concrete story, while limiting online stock converted press attention into a visible sellout. Activity ran across earned press, Facebook and Twitter alongside in-hotel and online retail. Bottle reports the online stock sold out in 24 hours, 1,000 pieces of global coverage and a 70% rise in average Facebook post engagement; every figure is agency self-reported, the stock volume and baselines are undisclosed, and no source measures impact on bookings or perception.