Gordon’s gin has revealed a fresh new look of its bottle, set to roll out to the off-trade from September.

While the classic gin and recognisable Gordon’s branding will remain unchanged, the new taller, slimmer bottle will provide a more premium and distinctive on-shelf presence. Through label changes and a new embossed design, the bottle will also highlight the quality and heritage of the brand, first established in 1769.

Nick Moore, Gordon’s Europe brand manager, said: “The Gin category is growing +14% in volume sales (Nielsen Scantrack, 18th June 2016) within the off-trade, driven by strong premium growth. With the increasing importance of a brand’s quality and heritage to consumers, we saw an opportunity for Gordon’s to reassert its leadership of the gin category through launching a new, more premium look and feel. By upgrading the signature bottle we are ensuring Gordon’s has increased stand out on retailer’s shelves as we look to further grow the long-established brand.”

The new packaging will be supported by a £3.6m marketing investment to drive relevance for the brand. 

The newly designed bottle will run across the Gordon’s Original (1.5L, 1L and 70cl), Gordon’s Sloe Gin (70cl) and Gordon’s Spot of Elderflower flavour (70cl).