Charter Brands brings back a classic gin style

Charter Brands hopes to revive a classic gin style by launching Langley's Old Tom, a different flavour profile to appeal to the growing interest in gin in the UK.

Langley’s Old Tom is Charter Brands’ first new product since the launch three years ago of Langley's No.8 gin. Old Tom is a style originally popular in the 18^th and 19^th centuries.

The labelling intends to reflect the style's heritage, however the liquid will come contained in the brand's distinctive bottle, offering consumers consistency and placing the style in the Charter Brands range.

Mark Dawkins, co-founder of Charter Brands, says: “We’ve always planned to develop other styles of gin under the Langley's brand and our Old Tom has been 12 months in development. The style is a forgotten classic in many ways, but with interest in gin among UK consumers at an all-time high and still growing, the time is right to bring it back with a real focus and strategy behind it.”

He adds: “There are a lot of gin brands using the ‘craft’ terminology, but we feel it’s becoming over-used.  The Langley's brand is all about classic, timeless and quintessentially English gin products. Old Tom is exactly that - we’ve taken a classic recipe and redeveloped it for the modern era.

“The sweeter flavour profile will appeal to bar professionals looking for a different take on classic gin drinks such as a Collins, as well as giving consumers an alternative to the London Dry style. We’ve had pre-orders already for export markets, as well as interest from some key UK on and off-trade retailers.”

Old Tom is available at 40% ABV for the UK market as well as in a 47% Export Strength, with an RSP of £25 for the 40%. Like Langley’s No. 8, Langley’s Old Tom is distributed in the UK by Hi-Spirits and will be available from October.  

5 October 2016 - Sam Coyne The Drinks Report, editorial assistant