Gordon’s launches flavoured gin collection

Diageo is launching a collection of Gordon’s flavoured gins, which will be available across the UK in all channels from March 2013.

As part of the wider platform around flavours, the new range comprises three modern SKUs; Gordon’s Crisp Cucumber – Original Gordon’s London Dry Gin blended with natural cucumber flavouring and designed to be mixed with tonic, Gordon’s & Tonic with a hint of cucumber and Gordon’s & Tonic witha dash of elderflower - premix cans offering a contemporary twist on the classic G&T in a ready-to-drink format.

Supported by a £1million through-the-line marketing campaign, the range offers outlets the opportunity to capitalise on the growing consumer trends towards both gin and flavoured spirits. The fresh and simple packaging brings to life the Great British flavours found in each variant and has a strong stand out on shelf.

Nin Taank, Gordon’s brand manager, Diageo GB, says: “Gin is the third largest spirit in the spirits category (Nielsen data) and is experiencing strong growth in the on-trade (+12%) and off-trade (+5%). The premix cans segment is also growing rapidly at +23%, bringing in new consumers to spirits and appealing to those looking for convenient alternative formats to consume spirits on different occasions.

“As the UK’s no.1 gin brand (Nielsen data) we are looking to invite consumers to enjoy gin in a new and exciting way which will drive frequency of purchase amongst existing gin consumers whilst attracting new younger gin consumers. The new Great British variants celebrate the true versatility of gin, and are set to inject freshness and vibrancy into the category in advance of the key spring/summer season.”

Gordon’s Crisp Cucumber: 6 bottles per case, RRP £15.49

Gordon’s & Tonic with a hint of cucumber: 12 cans per case, RRP £1.85

Gordon’s & Tonic with a dash of elderflower: 12 cans per case, RRP £1.85

12 February 2013 - Felicity Murray