If Gordon’s were looking for distinct target groups out of this, what would you advise? Think about what would appeal to the young, mid-twenties, male and female, slightly upmarket target, seeking sophistication and fun. What of the older, value for money seekers who are not particularly brand loyal, who are male or female middle income conservatives who reject the ‘yuppie’ image but like G&Ts? Then there are the Gordon’s loyalists of any age who value the brand and derive status and prestige from it and who conform to the rituals of their lifestyles, looking for sophistication, tradition and heritage.