SB Voices: Millennial pink is inBy Nicola Carruthers
As one of the biggest gin brands in the world joins the trend for pink, Nicola Carruthers takes a look at some of the spirits targeting millennials with Instagram-worthy expressions.
The millennial pink trend is believed to have started with Pantone naming rose quartz as its colour of 2015, which opened the door to pink’s resurgence.
While colourful drinks are often left to the liqueur category, it seems alcohol producers are clearly taking note of the trend with more distillers releasing a variety of pink spirits.
Edgerton Gin, which claimed to own the pink gin category, is not the only one to bring out a rose-coloured expression.
In July this year, news broke that Diageo had joined the pink gin trend with the launch of a Gordon’s gin bottling inspired by the brand’s recipe from the 1800s, containing flavours of raspberry, strawberry and redcurrant.
Inspired by the Spanish gin trend, Gordon’s Premium Pink Distilled Gin launched across Tesco stores and bars in the UK during the summer, opening a gateway to consumers jumping at the chance to enjoy selfies with rose-coloured gin and tonics.
Among those to tap into the trend is Leicestershire gin brand Burleighs, which launched a limited edition pink gin featuring botanicals such as preserved Japanese cherry blossom, pink grapefruit, hibiscus and rose flowers.
Fellow UK gin brand Pinkster also gets its pink colour from raspberries that are steeped in the finished spirit. It even went one further as to launch boozy berries in stores, as well as a Valentine’s Day bottling.
So while pink gin is certainly making headlines, it won’t be long before a number of big brands debut their own rose-coloured expressions.