CHE Proximity launches data-distilled gin to celebrate fifth birthday

Lindsay Bennett
By Lindsay Bennett | 13 September 2017
Forget a slice of cucumber. The new trend in town is to add data to your drop.

CHE Proximity has launched a data-distilled gin that serves up flavours of the Australian spirit in a bottle to celebrate its fifth birthday.

The agency  partnered with craft distillery Four Pillars to create a gin with flavours based on cultural trends, social attitudes and the genetic make-up of the country.

The bottles were distributed across CHE Proximity's clients and its team, which is now 305-people strong in Sydney and Melbourne.

A spectrum of data sources revealing Australian’s ancestral identification, travel habits, wellness goals and food preferences inspired the gin’s distillation process.

“For the last five years we’ve used data to better understand customers, and with this insight, create experiences that are personal, scalable and unmissable," CHE Proximity CEO Chris Howatson says.

“Our data-distilled gin is simply a fun way to mark five years of hard work and recognise our clients for their partnership and loyalty”.

che proximity data gin

The data revealed 36.1% of Australians claim British heritage, inspiring the gin’s juniper berry base and cardamom undertones – a reference to the British migration through the spice routes and East Indies.

An infusion of the traditional Indonesian spice cubeb marked the popularity of Indonesian escapes over the last decade.

The inclusion of superfoods, including turmeric, orris root and macadamia nuts, reference the 82% of the population who regularly spend money on improving their health and wellbeing.

With Chinese food topping the nation’s preferred cuisine list for the fourth year running, Cameron Mackenzie, Four Pillars’ founder and distiller, added touches of ginger, coriander seeds, Szechuan pepper and a shot of lemon to finish ‘the nation’s gin’.

“As a distillery, we have an appetite for the experimental,” says Mackenzie.

“The CHE Proximity and Four Pillars partnership was an opportunity to work with one of the world’s great data-driven agencies whose growth trajectory, like our own, has been born out of restless innovation.

“This project has drawn on each company’s respective crafts to create the true spirit of Australia, one which is imbued with its residents’ unique and inimitable character.”

The gin is CHE Proximity second foray into alcohol this year, with the agency releasing its Intern Beer in May. Check it out here.

Keep an eye on AdNews next week for a feature on the first five years of CHE Proximity.

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