Gordon’s London Dry Gin is set to shake up the thriving gin category with the launch of its new Premium Pink Distilled Gin (rrp £16.50 per 70cl), providing retailers with the opportunity to appeal to a new, younger adult audience.
Available now, the gin has been created to tap into the growing Pink Gin sub-sector. It combines the sweetness of raspberries and strawberries with the tang of redcurrant, using only natural flavours. The blush coloured liquid is served up in a tall, narrow bottle, providing a contemporary, premium feel and distinctive on shelf presence, helping to drive excitement and sales in store.
Annalisa Tedeschi, head of Gordon’s at Diageo GB, said: “With the launch of Gordon’s Pink, we’re entering a vibrant sub-sector. In Spain, Pink Gin is a growing trend which accounts for 36% (Nielsen Spain Off Trade MAT Mar 17) of value growth within the total Gin category, demonstrating a huge opportunity for success that UK retailers can emulate.
“With proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we’re confident that Gordon’s Pink will prove successful with consumers and help to catapult Pink Gin into the UK mainstream.”
Gordon’s Premium Pink is being supported with a £2.1m marketing investment, including a targeted OOH, PR, digital and social media activity, under its ‘Shall We…’ campaign.