Gin Jubilee and Gin Lane

Campaign objectives

East Imperial appointed Time Out to host and manage Gin Jubilee and Gin Lane 2019 in Singapore.

Raise awareness and profile of the classic gin and tonic.

Drive product trial of East Imperial tonics with local and international gin brands.

The execution

East Imperial’s Gin Jubilee is Singapore's largest gin and tonic festival. This annual 10-day festival celebrating the classic gin and tonic brings together some of the world’s finest gins, the world’s best bars and bartenders. 

Time Out challenged Singapore’s bartenders to put their version of the classic gin and tonic to the test. Readers were encouraged to head to the participating bars to sample their entries, and to vote for their favourite via Instagram for a chance to win a year's supply of East Imperial mixers.

The winning bartender was decided by reader votes as well as an expert judging panel put together by Time Out and East Imperial.

Time Out's Role:

  • End to end management of program, including recruiting bartenders to participate in the competition, securing gin sponsors, and managing all logistics including program design and asset production (from in-restaurant collateral, to promotional photography, to judging schedule)
  • Marketing and promotion on Time Out’s multi channel platform
  • Organise and manage the finale party Gin Lane


Our position as a resource for the best of the city and years of fostering relationships within the F&B industry secured immediate buy-in from trade and consumers. As a trusted media partner with experience running events and managing campaigns, we worked with the city’s best bars to enhance the positioning of the Gin Jubilee program through recruitment, ideation, event management, marketing, and execution.

Gin Lane 2019 brought together over 33 bars and 12 gin brands activating under one intimate roof to celebrate the winner and end of Gin Jubilee 2019. The event managed to draw in a substantial crowd of industry and Time Out readers, despite the rainy weather. Guests stayed until the very end of the event, all of whom contributed to the 1000 drinks sold.

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