J. Gasco mixers for hipsters, launched in Italy in 2013, is a renowned player in the local mixology scene.
Brand Positioning of J.Gasco
J.Gasco is a unique brand that provides delicious and unique beverages for consumers. As part of our mission statement, we want to offer a tasty experience for everyone who drinks our products. The niche market is a clear standpoint that we want to pursue; as a part of this, we want to focus on creating delicious drink options to cater to the discerning consumer.
Introducing J. Gasco
J.Gasco is a new brand in the beverage industry, which has been established by a passionate group of entrepreneurs and co-founders.
The brand is named after the legendary Italian-American Man-Rooster:
When ‘the man-rooster’ was still a young Italian, with lots of dreams in his pocket
Giuseppe Gasco was born in Gallipoli, Puglia in 1903. He was the youngest of 9 children born from Maria and Antonio Gasco, a respected pharmacist and devout patriot.
At the outbreak of World War I, Giuseppe is barely more than a child, his family is wealthy and respected thanks to his father’s business, a man considered to be an important figure in town. Antonio The Doctor, as everybody calls him, is already 45 years old in 1915 and therefore excluded from the draft. He could live peacefully at home but after witnessing as a spectator the naval battle of Gallipoli the previous year, he cannot remain indifferent to the call of the Country: leaves his family and heads north to enroll in the army.
Giuseppe has always been his father’s most beloved son for both his cheerful, easygoing ways and his lively intelligence. From an early age he spent a lot of time in the store, helping to prepare potions and tonics, putting ingredient jars in order and working as an apprentice.
For this reason, despite not being the eldest son, Antonio says goodbye entrusting him with the responsibility of the family. It’s June 5, 1915 and is the last time that Giuseppe will ever see his father.
The war begins and ends without leaving particular signs in the Gascos and their living habits, until the first days of 1919 when the hopes of seeing doctor Antonio come home are abruptly shattered by a telegram from the Ministry of Defense.
The niche market is a clear standpoint that we want to pursue; as a part of this, we want to focus on creating delicious drink options to cater to the discerning consumer.
We must narrow the focus of our brand, as this will help us create a unique product not available elsewhere. Our niche market is transparent, and we want to pursue it as a part of this process. As part of this, we want to focus on creating delicious drink options for discerning consumers looking for something different from what they get in the shops.
You might be wondering what makes a product “discriminating”? It’s simply because these customers can afford higher prices and won’t settle for anything less than good quality products that meet their needs.
J. Gasco is a brand focused on providing quality products for the discerning consumer, and in doing s,o we hope to become one of Italy’s emerging beverages. The niche market segment we want to pursue is clear; as part of this, we want to create delicious drink options to cater to the discerning consumer.