Pernod Ricard has launched a new marketing campaign for Plymouth Gin.

Live from now until 29 December, the campaign brings to life the South West’s approach to doing things ‘Proper’, emphasising the history, provenance and personality of the the handcrafted Gin made in England’s oldest working distillery.

“Plymouth is a flagship brand within a booming category and we’re delighted to be reinforcing its heritage and firmly marking the brand’s territory as a ‘Proper’ brand with substance,” said Lucy Bearman, brand director for Pernod Ricard UK.

The creative will be rolled out nationwide via out of home displays in key cities such as London, Edinburgh and Manchester, as well as appearing in national print titles, on social media and digitally.

The campaign is part of an overall increased investment above the line this Christmas by Pernod Ricard UK of 40 percent and an overall investment in the Christmas occasion of more than £5 million, nearly 70 percent more than last year.

Plymouth Gin has also launched a ‘Proper’ premium gift box (RRP: £26.69) for gin lovers looking for a British-made, craft gift this festive season.