Bloom reveals latest pink gin innovation

Bloom London Dry Gin is launching a Jasmine & Rose flavour to tap into the trends for pink gins and new flavours.

Bloom Jasmine & Rose is a floral gin that contains naturally extracted flower botanicals with no artificial flavourings. The variant is 40% abv, and it is described as being “delicate and smooth with a touch of sweetness, complemented by floral notes that add a fragrant complexity”.

The newcomer’s bottle neck-tag will feature the new expression’s key serve, which is over ice in a balloon glass with a premium tonic, fresh mint and blackberries. For a limited time Bloom Jasmine & Rose will be sold in select retailers with a pouch of edible rose buds to garnish, priced £22.50.

From June 18 the variant will be available exclusively in Asda stores nationwide and it will be rolled out to other retailers – including Tesco, Waitrose, Sainsbury’s and Morrisons - from July. The launch will be supported by a marketing campaign, with the strapline ‘Pink Differently’, including digital activation.

Elaine Maher, international brand director for Bloom at Quintessential Brands Group, said: “The pink gin category has really taken off in the last year, but with Bloom Jasmine & Rose we wanted to give our customers something more – something different – to other pink gins in the market to really help to drive value into the category.

"‘Pink Differently’ encapsulates this difference and also and also conveys the simple message that life is more enjoyable and fulfilling if you embrace a positive, can-do attitude, which is a great uplifting message to be sharing with our audience. We are delighted with the interest Bloom Jasmine & Rose is generating among our trade customers so we are excited to see the reaction from consumers this summer as we activate across the UK.”

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