Ten Locks has added a trio of gins to its portfolio.

Langley’s London Dry, Old Tom and First Chapter gins are all available via Ten Locks, marking its entry into English gin.

All three products are available to independent and convenience retailers now.

Langley’s is to undergo a complete repositioning in 2021, intended to focus on the brand’s quality credentials and see the launch of an integrated campaign titled ‘Gin. As It Should Be’. Every bottle of Langley’s will carry a new label aimed at cutting through the noise on-shelf and signposting the consumer towards Langley’s three flagship offerings. There will also be digital activity.

The brand has also introduced a 60% post-consumer recycled glass bottle, and 100% recycled paper for both labels and outer cases.

Becky Davies, head of commercial at Ten Locks, said: “The boom we’ve seen in gin will prevail, as innovation keeps coming and consumers continue to buy into premium spirits which offer excitement. This has resulted in the heart of gin, its classic flavour profiles, getting somewhat lost. As consumers become even more discerning in their drinks, Langley’s epitomises how gin should be. Fuelled by its new look and Gin. As It Should Be campaign, the brand is incredibly well placed to cut through the competition in 2021.”

Matt Ashton-Melia, co-owner of Langley’s, added: “Innovation isn’t just about reinventing traditional recipes and production methods, but also listening and focusing on the ever-changing needs of the modern-day consumer. In recent years, gin drinkers have enjoyed experimenting with an array of brands but we’re reaching a stage where customers are overwhelmed with the choice on offer and are yearning for a return to the fundamentals which led the category’s resurrection in the first instance - classic, well-balanced, high quality gin.

“Our campaign will amplify this message by offering consumers Gin. As It Should Be. We’ve enjoyed great success outside of the UK in recent years and have a lot to offer the independent retail trade in 2021, not least by showcasing how true, classic gins should taste, and communicating this via our new look. We’re immensely excited to be joining forces with Becky and the team at Ten Locks to grow our footprint here in the UK and nurture our place at the heart of the category.”