Gordon’s London Dry Gin is extending its portfolio with the addition of a new Premium Pink Distilled variant, designed to appeal to a younger adult audience.
The newcomer, which taps into growth in the Pink Gin sector, combines the sweetness of raspberries and strawberries with the tang of redcurrant, according to brand owner Diageo GB.
Annalisa Tedeschi, head of Gordon’s at Diageo GB, said: “With the launch of Gordon’s Pink, we are entering a vibrant sub-sector. In Spain, Pink Gin is a growing trend which accounts for 36% of value growth within the total Gin category, demonstrating a huge opportunity for success that UK retailers can emulate.
“With proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we are confident that Gordon’s Pink will prove successful with consumers and help to catapult Pink Gin into the UK mainstream.”
The brand will also benefit from £2.1m marketing support from this month, including social media activity, under its “Shall We….” Campaign.
Gordon’s Premium Pink will be available to the off-trade at an rsp of £16.50 for 70cl.