Premium Pink Distilled Gin has been unveiled to give licensees the opportunity to appeal to a new, younger, adult audience.
Now available to the on-trade, the pink gin combines the sweetness of raspberries and strawberries with the tang of redcurrant, only using natural flavours.
The blush liquid is served in a tall, narrow bottle, giving a contemporary, premium feel and back-bar presence, in a bid to help drive excitement, engagement and sales.
The collaboration of the already well-established Gordon’s name with the emerging trend of pink gin looks set to go down a storm with customers, according to Diageo GB head of Gordon’s Annalisa Tedeschi
She said: “With the launch of Gordon’s Premium Pink, we’re entering a vibrant sub-sector.
Tedeschi added: “Pink gin already accounts for 6% of total gin volume and provides a real opportunity to grow that category.
“With this proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we are confident that Gordon’s Premium Pink will prove successful with consumers and help to catapult pink gin into the mainstream.”
From this month (September), Gordon’s Premium Pink will be supported by a £2.1m marketing investment, including targeted PR, digital and social media activity under its Shall We… campaign.