Diageo has launched Gordon’s Sicilian Lemon in a bid to reignite growth in the UK gin category.
Gin sales have finally started to plateau after five years of huge increases, but flavoured gin remains buoyant. Gordon’s has helped drive that tend by launching a pink gin and an elderflower variant, among others.
The new arrival, Gordon’s Sicilian Lemon, has an abv of 37.5% and it is due to hit shelves on March 10. Retailers can buy it from leading wholesalers now.
Henrietta Reed, senior brand manager for Gordon’s at Diageo, said “As consumers become more adventurous with their drinks choices and want to explore new flavours, there is an ever-increasing appetite for different styles of gin. We have spent a long-time crafting Gordon’s Sicilian Lemon to ensure we deliver the perfect balance of flavours. The result is an outstandingly zesty gin, which delivers a zesty twist for consumers seeking new ways to enjoy their favourite G&T.
“Following the amazing response to Gordon’s Premium Pink Gin, we aim to continue to engage the interest of current gin drinkers and recruit a new audience into the category with our new flavour innovation.”
Diageo promised to roll out more flavour innovations in the coming months. It has also recently launched several flavoured variants of Tanqueray.