GUDV on the Edge with launch of new Gordon's FAB
Guinness UDV (GUDV) is looking to coax older drinkers into the growing flavoured alcoholic beverage (FAB) sector with the launch of Gordon's Edge.
The new concept, available in two flavours - crisp lemon and sharp lime - and with an ABV of 5.5 per cent, is aimed squarely at what GUDV regards as an untapped over 25-year-old FAB drinking target audience.
Senior innovation manager Jane Sutcliffe said, "We have recognised that the FAB market has matured considerably over the last five years, with consumer tastes becoming more sophisticated. Slightly older consumers, those aged between 25 and 35, are looking for more variety, flavour, spirit, sophistication and value as well as drinks which suit more relaxed drinking patterns. This age group has a strong affinity with the Gordon's brand, which has strong associations with effortless style, confidence and sophistication. By leveraging these benefits, Gordon's Edge is able to specifically target this older group of consumers."
Previous efforts to broaden the Gordon's brand into the FAB sector have failed to gain a foothold in the on-trade, but Ms Sutcliffe argues that the FAB offshoot will complement the recently revamped parent brand.
"Linking as it does with Gordon's we believe the new drink will be driven by a brand which is well-established, credible, popular and, given its recent repackaging and new ad campaign, high profile" she added.
Last month, modernised packaging and a new advertising campaign were introduced by GUDV as part of a major repositioning programme.
August will see the unveiling of a Gordon's Edge-specific advertising campaign on TV followed later by a cinema and style press advertising as part of a £3.5m campaign. This is due to be combined with a £1.5m "below the line" campaign designed to ensure that consumers get "bottles-in-hand".
Related articles:
Bit of raunch from Gordon's in bid to revamp gin category (18 April 2002)
GUDV considers launch of Gordon's gin offshoot (10 April 2002)
Gordon's kick-starts the gin market with relaunch (27 February 2002)
