Gordon’s releases elderflower-flavoured gin
Diageo has expanded its flavoured collection of Gordon’s gin with the release of a new elderflower bottling.
Gordon’s Elderflower is a blend of Original Gordon’s London Dry Gin with natural elderflower flavouring, and is also available in RTD gin and tonic cans.
Its launch will be supported by a six figure marketing campaign targeting both the on- and off-trade.
Diageo claimed the new variant has been created to “capitalise on a particularly buoyant period for gin” and the “huge success” of flavoured spirits.
According to Nielson data released by Diageo, the gin category is currently “experiencing resurgence” and growing 5.8% ahead of total spirits.
“With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch,” Katerina Podtserkovskaya, marketing manager for Gordon’s said.
“Known and loved in the UK, Gordon’s continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber.
“We expect this launch to take the market by storm, representing an exciting opportunity for on- and off-trade retailers alike.”
Gordon’s Elderflower, bottled at 37.5% abv, will launch in the UK this month at an RRP of £16.11, while RTD cans will retail for £1.95.
The launch will be supported by a television advertising campaign across all channels from the end of March.
In February 2013, Gordon’s released a Crisp Cucumber gin, the first bottle in its flavoured collection.