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As the popularity of celebrity mixologists and bespoke cocktails grows, Bombay Sapphire wants consumers to make the gin and tonic their drink of choice. To encourage more drinkers to pick the staple offering, it's created a custom tonic bar experience that lets people create their own tonics using an app.
"Gins are made purposefully different, but there is a base of what they should taste like," Steve Goldberg, executive creative director of the agency behind the project Overthinking, said.
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