16,000
guests on average attending each fair
Affordable Art Fair UK x Silent Pool Gin
How an independent gin brand elevated public awareness in a crowded market place
Silent Pool Gin was looking to distinguish itself in a competitive market, at the height of the craft distillery scene. Through a two-year partnership with Affordable Art Fair as exclusive Spirit Partner for 2022 and 2023, Silent Pool highlighted its alignment with – and commitment to – art, craftsmanship and quality, gaining exceptional exposure to a premium audience and building brand recognition, engagement and sales.
“The scale of Affordable Art Fair’s London events and extensive reach of their marketing campaigns increased brand awareness for us among a well-aligned audience. Doing four consecutive events allowed us to develop a relationship with Affordable Art Fair’s high proportion of returning visitors over several touchpoints as well as reaching thousands of new potential customers at each event. We felt supported by the Affordable Art Fair team who listened to our feedback and adapted where necessary to meet our needs.”
Ian McCulloch, Founding Director, Silent Pool Distillers
Brand visibility was key. We made sure Silent Pool took centre stage by wrapping the Central Bar in Silent Pool branding and crowning it with an artwork incorporating balloons in Silent Pool colours. Product and gin magnums adorned the bar shelves and staff were dressed in Silent Pool t-shirts and aprons.
Getting liquid-on-lips was just as important. Complementary G&T’s were served at the entrance to the Private View and Lates evenings, introducing the fair’s audience to Silent Pool as a drink of choice. Tasting masterclasses added depth to the engagement and a retail stand near the entrance ensured visitors could take a bottle of Silent Pool home.
30%
of guests surveyed visited the Silent Pool bar
c.500,000
opportunities-to-see (OTS) the Silent Pool logo onsite at the Fair
87,000
newsletter subscribers
15
emails featuring the Silent Pool logo per fair
46%
open rate, compared to 23% industry standard
450,000
emails read on average per fair, all featuring the Silent Pool logo
211,000
followers across Instagram, Facebook and X
4-8
posts across social during each fair
125,000
reach on average during each fair
84,000
impressions on average during each fair