Gordon’s Gin unveils new bottle designBy Annie Hayes
Gordon’s gin has revamped its packaging with a “bold, distinctive and contemporary design” that reflects the “quality and heritage” of the brand.
Set to roll out to the on-trade from September, the new taller, narrower bottle is designed to provide a “more contemporary, premium and distinctive” back bar presence.
Though the liquid and branding remain the same, the new bottle features a more prominent image of the gin’s icon – the Boar’s Head – as well as a new foot label featuring the signature of founder Alexander Gordon.
In addition, botanicals have been introduced to the label design to represent “freshness and provenance”.
Faith Holland, GB’s head of on-trade category development, said: “The Gin category continues to thrive, with the craft and heritage of brands becoming increasingly important to consumer decisions. So we saw an opportunity for Gordon’s to assert our quality and trust credentials by modernising our most important asset – the signature bottle.
“The new design is bold, distinctive and contemporary and will support the continued growth of this iconic brand in a category worth £600m to the on-trade.”
The packaging revamp will be supported by a £3.6m marketing investment to drive consumer awareness of the brand, with “wit and personality”.
The campaign launches in October, and intends to put Gordon’s at the front of consumers minds “when ordering the first G&T of the weekend”.
The new bottle will run across the Gordon’s Original, Gordon’s Sloe Gin, and Gordon’s Spot of Elderflower flavour range.