Gordon's to launch cucumber gin

Diageo will launch a cucumber-flavoured version of its Gordon’s gin next month.

Gordon’s Crisp Cucumber will be bottled at 37.5cl abv and packaged in 70cl bottles with an rrp of £15.49.

Diageo is also releasing two new gin premixes in cans: Gordon’s & Tonic with a hint of cucumber and Gordon’s & Tonic with a dash of elderflower.

The launch package will be backed by a £1 million marketing campaign.

Brand manager Nin Taank said: “As the UK’s number one gin brand, we are looking to invite consumers to enjoy gin in a new and excting way which will drive frequency of purchase among existing gin consumers while attracting new, younger gin consumers.”

The Gordon’s launch strategy echoes the success of Hendrick’s, the cucumber-flavoured gin launched by William Grant in 1999.