Gordon’s releases cucumber-flavoured gin

Diageo is to launch a cucumber-flavoured Gordon’s gin in the UK next month, as part of a new collection of flavoured gins from the British distiller.

Gordon’s Crisp Cucumber gin will launch in select markets this spring

Gordon’s Crisp Cucumber is a blend of Original Gordon’s London Dry Gin with natural cucumber flavouring, designed to be mixed with tonic water.

It will launch nationwide in both the on- and off-trade from March alongside two RTD cans – Gordon’s & Tonic with a hint of cucumber, and Gordon’s & Tonic with a dash of elderflower.

The launch of the new range will be supported by a £1 million marketing campaign. Diageo’s aim is to capitalise on the growing consumer trend for gin and flavoured spirits.

“As the UK’s no.1 gin brand we are looking to invite consumers to enjoy gin in a new and exciting way which will drive frequency of purchase amongst existing gin consumers whilst attracting new younger gin consumers,” said Nin Taank, Gordon’s brand manager for Diageo GB.

“The new Great British variants celebrate the true versatility of gin, and are set to inject freshness and vibrancy into the category in advance of the key spring/summer season.”

According to Nielsen and CGA data gathered by Diageo, gin is the third largest spirits category and is experiencing strong growth – up 12% in the on-trade and 5% in the off-trade in the past year. The premix cans segment is also growing rapidly at 23%.

Flavoured gins are beginning to gain favour with bartenders and consumers alike looking for new experiences.

In 2010 Chivas Brothers’ Beefeater gin launched two limited edition flavoured variants – Summer and Winter, featuring botanicals relevant to the seasons in question. Its Beefeater 24, which lists Chinese Sencha tea and Japanese Green teas amongst its botanicals, continues to be popular in the on-trade.

The Gordon’s flavoured gin range will also be available in Spain, Portugal, the Canary Islands, Greece, Netherlands and Belgium from April.

Gordon’s Crisp Cucumber carries an RRP of £15.49, while the two RTDs carry an RRP of £1.85.

For more on the growing trend for flavoured gin and innovation within the category, read the February issue of The Spirits Business, out now.