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Gordon’s launches elderflower flavoured gin

Gordon’s, the UK’s top selling gin brand, is set to expand its flavours range with the introduction of an elderflower variant. Launching this month, the new flavour will be supported with a seven figure marketing spend, targeting both on- and off- trade, to drive growth into the gin category.

Supported by a vibrant pack design, TV advertisement and 360-activation across all channels, Gordon’s new offering is expected to expand the gin category by bringing further excitement to the gin and tonic experience.

Gordon’s flavours range was launched last year with Gordon’s Crisp Cucumber. The addition of Gordon’s Elderflower is expected to further help the on- and off-trade market capitalise on this buoyant period for gin. With the gin category currently experiencing resurgence and growing +5.8% ahead of total spirits, according to Nielson research, brand owner Diageo sees this as the right time for Gordon’s, the category leader, to introduce new trends. Recognising that flavoured spirits have seen huge successes in other markets, Gordon’s has identified this as a key opportunity for gin.

Gordon’s Elderflower is a distilled gin with natural Elderflower and flavourings, 37.5% abv, It is also available in a premix can.

The new ‘butterfly’ packaging design in vibrant sunshine-yellow will offer extra stand-out on shelf while still retaining the signature Gordon’s look.

Early research has shown “fantastic” results, with a consumer score of ‘outstanding’ and high purchase intent for the on-trend Elderflower variant. The concept also over-indexes with younger adults and females, driving new consumers to the classic Gordon’s brand.

Katerina Podtserkovskaya, marketing manager for Gordon’s, says: “With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.

Known and loved in the UK, Gordon’s continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber. We expect this launch to take the market by storm, representing an exciting opportunity for on and off-trade retailers alike.”

Gordon’s Elderflower will appear on-shelf in February 2014. The Gordon’s TV ad campaign will go live at the end of March/April, showcasing the new Elderflower variant.

Gordon’s Elderflower will be available nationwide at an RRP of £16.11 per bottle (70cl) and a case of six RRP £73.88. Gordon’s Elderflower premix cans RRP £1.95.

11 February 2014 - Felicity Murray The Drinks Report, editor