Gordon’s to introduce cucumber-flavoured gin

Diageo has announced plans to introduce a “flavoured gin” as part of new investment in extending the gin category.

Due to launch in March in the on- and off-trade, Gordon’s Crisp Cucumber Distilled Gin is original Gordon’s London Dry Gin blended with natural cucumber flavouring and designed to be mixed with tonic.

Diageo is also introducing new premix cans in March after the success of Gordon’s & Tonic in cans in the off-trade. The new variants are Gordon’s & Tonic with a hint of cucumber and Gordon’s & Tonic with a dash of elderflower.

It will follow today’s launch of Tanqueray Malacca, a spicy limited-edition version of the classic Tanqueray gin, exclusively in the on-trade. The gin was last released as a limited edition about 10 years ago.

Gordon’s Crisp Cucumber and the premix cans, described as “Great British flavours”, will be supported by a £1million through-the-line marketing campaign.

Gordon’s brand manager Nin Taank said: “Gin is the third largest spirit in the spirits category and is experiencing strong growth of 12 per cent in the on-trade and five per cent in the off-trade.

“As the UK’s number-one gin brand, we are looking to invite consumers to enjoy gin in a new and exciting way which will drive frequency of purchase amongst existing gin consumers whilst attracting new younger gin consumers.

“The new Great British variants celebrate the true versatility of gin, and are set to inject freshness and vibrancy into the category in advance of the key spring/summer season.”