It’s CHE Proximity’s 5th birthday and the agency is handing out presents to each of CHE Proximity’s clients and its own team of 305 people in Sydney and Melbourne.
They are all receiving a very special gin, Data-Distilled Gin, created by craft distillery, Four Pillars. The world’s first run of data-inspired gin, based on cultural trends, social attitudes and the genetic make-up of Australia.
Into that gin has gone inspiration from Australians’ ancestral identification, travel habits, wellness goals and food preferences, obtained from a range of data sources.
Chris Howatson, chief executive officer, CHE Proximity, commented, “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.
“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.”
The data revealed that more than a third (36.1%) of Australians claim a 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. [source: Australian Bureau of Statistics]
The steady 8.5% rise in the popularity of Indonesian escapes over the last decade led to the inclusion of the traditional Indonesian spice, cubeb (tailed pepper). [source: Roy Morgan]
Superfoods, turmeric, orris root and macadamia nuts, were included to reference the 82% of the population who regularly spend money on improving their health and wellbeing.
Touches of ginger, coriander seeds, Szechuan pepper and a shot of lemon acknowledged the nation’s preferred cuisine for the fourth year running, Chinese. (source: Roy Morgan]
Cameron Mackenzie, Four Pillars’ founder and distiller, commented,” As a distillery, we have an appetite for the experimental. 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.”