Langley’s No.8 Gin targets sophisticated malesBy Becky Paskin
Langley’s Distillery in Birmingham, UK, has launched a small-batch gin aimed specifically at “sophisticated male” gin drinkers.
Langley’s No. 8 is a 41.7% abv gin distilled from 100% English grain spirit using eight secret botanicals, and has been designed both in flavour and branding to appeal to a male audience.
“We developed 50 gins, which we refined to 12 different batches to determine the optimum split and blend of botanicals, selection of grain spirit and alcohol strength that would provide the perfect balance to deliver a classic, timeless ‘Old English’ style gin,” said Mark Dawkins, director at Charter Brands.
“We tested each batch with our expert tasting panel and consumer research groups (which included our target man) and it was the 8th gin (of the 12th batch that we tested) that delivered and we unanimously knew we’d got it right.”
Brand owner Charter Brands believes the number of gins in the UK targeting a male audience is still relatively small.
Langley’s No. 8 carries an RRP of £30 per 750ml bottle and is available in specialist drinks retailers from this month.