Gray Whale is a relative newcomer to the niche craft gin category. Over the past 5 years the craft spirits category has exploded with craft tequilas, whiskeys, vodkas, gins, etc. Of all the categories, gin has been the most explosive for the flavor profile around gin can be hand crafted to a specific taste and texture. Gray Whale is a California gin that is clean, crisp, and not overbearing in its floral overtones. The target consumer is the millennial and post-millennial that wishes to explore and try new products. This Gray Whale Tail display needed to secure valuable floor space bringing the consumer into a specific ocean feel, and the calming soothing effects of the ocean transformed with their ocean blue bottle. The key sell-in of 3 cases to a retailer allowed a minimal risk on the retailers’ part and a maximum result for this display needed to be easy to shop, replenish, and blend into every store décor.