The modern new design reflects the brand’s super-premium positioning, which has been reinforced by awards such as gold in the distilled gin super-premium category at the International Spirits Challenge 2013.
Formerly clear, the bottle is now matt black with a contemporary label that builds on the gin’s marketing message of “African Discovery”. The nine botanicals include two from Africa: the Cape gooseberry and the fruit of the baobob tree.
Whitley Neill was launched in 2004 by Johnny Neill, fourth generation of the Greenall Whitley distilling family, who was inspired by his wife’s native South Africa. It is distributed by drinks company Halewood International.
Richard Clark, director of innovation at Halewood International, said: “Whitley Neill has been recognised for many years as a premium, smooth and balanced gin, and we have now developed a design which reflects the brand’s style and origins.”
The redesign aims to help build on the success of Whitley Neill in premium on-trade accounts such as Drake & Morgan, Cantaloupe Group and Living Ventures, extending its appeal through a greater in-bar presence.
“Halewood International will be working closely with premium bars to promote the varied uses of gin within long drinks and cocktails, and as an opportunity to offer the consumer something new and interesting from their drinks menu,” Richard said.
Aimed at men and women aged 25 to 45, Whitley Neill’s unique mix of botanicals is promoted as an idea base for a classic gin and tonic. The “hero” G&T serve is two measures of the gin with a dash of Peychaud’s Bitters and three orange wedges topped up with a premium tonic water.
The use of orange helps to highlight the citrus notes within the gin which also include sweet orange peel while Peychaud’s Bitters are slightly sweeter than Angostura Bitters and not so overpowering.
Whitley Neill’s positioning is supported by bartender education to add “African-inspired theatre” when creating cocktails.