Gordon’s pink gin launched into on-trade after off-trade success

0

Diageo GB has introduced Gordon’s Premium Pink Distilled Gin into the on-trade after the success of its exclusive launch at Tesco stores.

The blush-coloured spirit combines the sweetness of raspberries and strawberries with the tang of redcurrant, using only natural flavours.

It comes in a tall, narrow bottle, providing a contemporary, premium feel, designed to help the variant appeal to a new, younger, adult audience. It has ABV of 37.5% like the core Gordon’s Gin.

After its launch six weeks ago in the off-trade with an initially exclusive listing with Tesco, Gordon’s Premium Pink Distilled Gin has been an instant success, tapping into what Diageo GB sees as a growing pink gin sub-sector, backed by figures from research group Kantar Millward Brown.

Annalisa Tedeschi, head of Gordon’s at Diageo GB, said: “With the launch of Gordon’s Premium Pink, we’re entering a vibrant sub-sector. Pink gin already accounts for 6% of total gin volume and provides a real opportunity to grow the category.

“With this proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we’re confident that Gordon’s Premium Pink will prove successful with consumers and help to catapult pink gin into the mainstream.”

From this month, Gordon’s Premium Pink will be supported a £2.1 million marketing investment, including targeted out-of-home, PR, digital and social media activity, under the brand’s “Shall We…” campaign.

To maximise sales, Diageo GB is recommending two signature serves: twists on a classic G&T and a Spritz.

Gordon’s P&T (Gordon’s Premium Pink & Tonic)
Fill a large wine glass with ice
Mix 50cl Gordon’s Premium Pink with 150ml tonic water
Garnish with wedges of fresh strawberries
1.9 units per serve

Gordon’s Premium Pink Spritz
Fill a large wine glass with ice
50ml Gordon’s Premium Pink
50ml Lemonade
25ml Prosecco
2.2 units per serve

Share.

Comments are closed.

[ + ]