Ian Macleod goes full strength on new gins

Strength of flavour is being emphasised with Ian Macleod Distillers as it launches its full-strength, flavoured expressions of Edinburgh Gin.

Edinburgh Gin has launched Lemon & Jasmine and Raspberry gin at TFWA Cannes. This is added to the full-strength Watermelon & Lime and Rhubarb & Ginger expressions that take cues from the brand's liqueur range.

Alongside this, Ian Macleod has relaunched London Hill Gin in a bid to strengthen its position in the GTR channel.

Ian Macleod global travel retail director, William Ovens says: “Over the past year we have made great strides in our GTR business, developing our relationships and footprint globally. Most importantly we have invested in our brands and our people. We have launched several new expressions, many of which are exclusive to GTR. In addition, our team has grown, allowing us to place more focus on expanding international distribution.

"We are unveiling several exciting new products at TFWA Cannes which will join our portfolio of premium spirits and take our GTR business to the next level in 2020."

Edinburgh Gin Lemon & Jasmine is 40% ABV and a 1 litre bottle has an RRP of €32.90. Edinburgh Gin Raspberry is similarly 40% ABV and priced the same for a litre.

Ovens explains: "As pioneers of flavoured gin, bringing new full-strength expressions to our Edinburgh Gin portfolio is a natural progression which enables us to capitalise on the continued demand for super premium flavoured gins within travel retail."

Ian Macleod Distillers introduced its revamped London Hill Gin 43% ABV to the TFWA Cannes audience. This entry level but high quality gin is now sporting a redesigned bottle, said to give it excellent stand-out in the GTR arena. A litre bottle is €17.90. 

To bolster the Cannes relaunch, Ian Macleod Distillers is introducing a London Hill Pink Gin 43% ABV with an RRP of €19.90.

Ovens says: "London Hill Gin is a fantastic-tasting, yet affordable, gin which has been part of our brand family for several years, selling a significant volume in Europe Travel Retail but, until now, we have never really given it the focus it deserves. We are confident the redesign and added investment will accelerate the brand’s growth within the GTR channel."

1 October 2019 - Sam Coyne The Drinks Report, editor