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Opihr reveals RTD G&T range

Quintessential Brands' Opihr Gin has revealed a ready-to-drink (RTD) collection as it announced a deal to become the official gin of Lendy Cowes Week.

Three variations of the Opihr RTD collection – referred to as Opihr Stubbies – have been released by the brand; Gin & Tonic with a dash of ginger, Gin & Tonic with a twist of orange, and classic Gin & Tonic, each with a RRP of £2.99. Opihr has avoided the traditional can RTD format, opting for a glass bottle in a bespoke smaller format with a twist off cap.

The new collection will be sampled at Lendy Cowes Week sailing regatta, which sees over 100,000 people visiting the Isle of Wight over eight days in August. Opihr’s sponsorship of Lendy Cowes Week includes branding and digital rights and there will also be specific consumer activity to drive awareness and trial of Opihr’s RTD and Opihr gin. Opihr will have a branded bar on Cowes Parade, and will be delivering Opihr RTD following a day of racing. The brand will also have exclusive gin pouring rights at the Lendy Ladies Day Reception amongst other events during the regatta.

Russell Kirkham, UK marketing director for Quintessential Brands, says: “The G&T will always be a classic gin serve but today’s consumers want to go beyond that. Gin drinkers are becoming increasingly adventurous, exploring the gin category and they’re much more open to different flavours these days as the success of Opihr Gin, which has grown by 102 per cent in value in the last 12 months in the UK off-trade, goes to show. The Opihr Stubbies are an exciting development for Opihr and present these adventurous consumers with a new and convenient way to enjoy our distinctive gin in a variety of different, yet equally delicious, serves. We’re excited to see how they are received by the crowds at Lendy Cowes Week and to raising awareness of the brand at this iconic British sporting occasion.”

5 June 2018 - Sam Coyne The Drinks Report, news editor