Gordon's Elderflower Gin launched
Brand owner Diageo said it had taken inspiration from the boom in flavoured vodkas and Bourbons.
It is hoped the new variant will drive further growth in a category that is already experiencing a 5.5% rise in volume (Nielsen MAT volume sales to end of November 2013).
“This is a particularly buoyant time for gin,” said marketing manager, Katerina Podtserkovskaya. “The time is right for Gordon’s, the category leader, to introduce new trends into the category.”
The launch will be boosted with a seven-figure marketing campaign in March and April, which will include a new TV advert.
Last year the company launched Gordon’s Crisp Cucumber to “bring further excitement to the gin and tonic experience.”
