Mermaid Gin, based on the Isle of Wight, has just launched its first-ever RTD – a blend of its signature award-winning gin paired with Indian light tonic.
The launch comes in the wake of the continuing success of the brand – its YOY growth in 2020/21 is 57%, following 90% in 2019/20 and a forthcoming predicted 100% explosion by the end of 2022.
The can is printed and plastic-free, plus 100% recyclable. Orders are despatched to trade customers in plastic-free packaging, while the brand remains emphatically Net Zero.
Mermaid is sampling the first run of the RTD to various competitors in, and visitors to, the Isle of Wight’s famous Cowes Week Sailing Regatta (31st July-6th August) – via boat drops to competitors, a dedicated bar on the main marina and activations throughout the event. It is also sponsoring the Northwood House gin festival on the island.
Xavier Baker, Co-Founder of the Isle of Wight Distillery said:
“After a brilliant response to the launch of the Mermaid brand and with people staying closer to home, enjoying staycations and local events, we decided now was the time to broaden Mermaid’s reach. As with any RTD, this is perfect for those social, out-of-home, moments – not just picnics and BBQs, but it’s also the perfect sundowner for beach or boat trips!”
Mermaid Gin is named after the local nickname – ‘Mermaid’s Kiss’ – of one of its core ingredients, Rock Samphire, which is harvested just above the high-tide line from the base of cliffs on the Isle of Wight.
The 250ml can weighs in at 6% ABV and is priced £2.90 RRP. 122 kcals/250ml. Available via Enotria, Tolchards and Nectar. @mermaidgin (IG) / isleofwightdistillery.com / @iowd (FB)