The new offering, which is 37.5% ABV and available in 70cl bottles or price-marked packs, was launched today (Tuesday 15 March) in Morrisons and Asda’s stores for £16.50 RRP.
Supported by a 700K marketing campaign, Gordon’s Tropical Passionfruit Distilled Gin is due to be rolled out across wider retailers and the on-trade from early April.
Gordon’s GB head Jessica Lace said: “Following the success of Gordon’s Premium Pink Distilled Gin, this new innovation will continue to engage the interest of gin drinkers as well as recruit a new audience into the category.”
The new variant from Gordon’s, which combines classic juniper notes with tropical passionfruit and a hint of vanilla, comes as the popularity of tropical flavours has grown by 148% year on year, according to NielsenIQ Scantrack.
BrewDog released its citrus flavoured gin, LoneWolf Dear Mum gin (40% ABV) in time for Mother’s day on 27 March while Whitley Neill launched its Oriental Spiced Gin (43% ABV).
Since it was launched 250 years ago when Alexander Gordon opened a small distillery in London, Gordon’s gin has been awarded 4 Royal Warrants and created several variations of flavoured gin.
Other offerings from Gordon’s include its Premium Pink Distilled Gin, which has been the biggest spirits launch in the on-trade in the last 5 years, according to Nielsen on-trade data.
Also available are Gordon’s Sicilian Lemon Distilled Gin, Mediterranean Orange Distilled Gin, and White Peach Distilled Gin.
Laced added: “Gordon’s Tropical Passionfruit Distilled Gin exudes passionfruit to perfection and is a fantastic option for people seeking new ways to enjoy their favourite G&T.”