Gordon's Edge, a premium packaged spirit (PPS) aimed at the more mature drinker, has been withdrawn from the market less than a year since its high profile launch.
Diageo GB has taken the decision to scrap the gin-based concept following what it called "disappointing" sales and its demise suggests that evidence of a slowdown in the RTD sector is more than anecdotal.
In a company statement, Diageo said: "We launched Gordon's Edge into a crowded market place at a time of uncertainty due to the duty driven RTD price increases.
"Since that time Gordon's Edge has not been distinctive enough versus other recent RTD introductions -to meet the high rate of sale expectations set by Diageo. Therefore we have decided to cease production of Gordon's Edge.
"This does not affect our commitment to the RTD category - we will continue to invest and innovate. Nor will it affect our investment on Gordon's, which is in great shape and continues to be an important brand for us."
Despite a £3.5m marketing drive including a TV advertising campaign, Gordon's Edge has struggled to establish itself as a credible alternative to a gin and tonic among both drinkers and licensees.