Gordon’s London Dry Gin is out to shake up the blossoming Gin category with the launch of its new Premium Pink Distilled Gin, available now.
Tapping into the growing Pink Gin sub-sector, Gordon’s Premium Pink 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, which Gordon’s describes as “providing a contemporary, premium feel and distinctive on shelf presence”.
Annalisa Tedeschi, Head of Gordon’s at Diageo GB, commented: “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% 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.”
From September, Gordon’s Premium Pink will be supported a £2.1m marketing investment, including a targeted out-of-home, PR, digital and social media activity, as part of its ‘Shall We…’ campaign.
Gordon’s Premium Pink is available now at an RSP of £16.50 (70cl).
