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Warner Edwards rhubarb gin has regal origins

Premium gin specialist Warner Edwards has put its own creative spin on the theme of pink-coloured gin with the launch of its limited availability Victoria’s Rhubarb Gin.

Warner Edwards Victoria’s Rhubarb Gin is produced using juice extracted from rhubarb plants that originated in the gardens of Buckingham Palace during the reign of Queen Victoria, making their way over the course of a century via the President’s official residence in Dublin to the property of a Crown Estate grower in Northamptonshire, England.

According to the distiller, also based in Northamptonshire, its new Victoria’s Rhubarb Gin supports the values that underpin the Warner Edwards brand as a whole.

The company’s co-founder Tom Warner says: “This gin is a true reflection of what Warner Edwards is all about – British provenance, a great story and top quality ingredients. We still can’t believe that we’re distilling our gin with royal rhubarb.”

The Queen Victoria rhubarb plants used have always been grown in the traditional style of a Victorian kitchen garden, nourished by plenty of organic matter, and not grown using artificial fertiliser or chemical sprays, thereby preserving and improving its particular flavour.

Packaging for the new extension was designed by international brand consultancy bluemarlin, which has worked with the Warner Edwards gin range since its original launch. The brief was to create a design that would tell the regal story behind the gin while also aligning it with the existing Warner Edwards portfolio.

The key change to the label – produced by Label Apeel – is that the line of the rooftop shape of the core range has been re-imagined as a Penny Black, the world’s first adhesive postage stamp, originally issued in 1840.

“This helps hold the identity of the Warner Edwards brand while also communicating that this variant is something different and special,” bluemarlin group communications manager Aimee Rivers told The Drinks Report.

The design also features a portrait of Queen Victoria surrounded by the leaves of her own rhubarb plant.

Marshall Ward, bluemarlin UK’s managing director, says: “Warner Edwards is one of our favourite brands to work on and its fantastic success constantly inspires us. It’s really rewarding to see this brand grow and blossom.”

Available exclusively and for a limited time only, priced £35.00, at Fortnum & Mason in London or via the Warner Edwards website, Warner Edwards Victoria’s Rhubarb Gin is the fifth product in the distiller’s range, adding to the Warner Edwards Harrington Dry Gin, Harrington First Batch, Elderflower Infused Gin and Sloe Gin lines.

15 September 2014 - David Longfield