Campari Group is investing in the super-premium gin category with the launch of new Italian brand O’ndina in the UK.
The small-batch gin is made in Italy using fresh basil from Liguria and other high-quality Mediterranean botanicals including citrus from southern Italy.
Launching in the UK in April before roll-out to other markets, the brand is inspired by the “effortless glamour and carefree spirit of the Italian Riviera in the 1960s and embodies the ongoing allure of La Dolce Vita”.
The combination of 19 botanicals including juniper is said to result in a refreshing, herbaceous flavour, bottled at 45% ABV. The variety of basil is Grande Verde di Genova which is known for its sweetness and vibrant colour.
Paolo Tonnellotto, Campari Group brand ambassador, said: “O’ndina is a welcome addition to the portfolio. Its high quality and distinctive flavour, with notes of fresh basil and Mediterranean herbs finished with citrus and pepper, enables it to hold its own in a variety of cocktails – as the refreshing taste profile creates a unique drinking experience with a signature gin and tonic or all-Italian Negroni – as well as appealing to the growing trend of enjoying super-premium spirits neat over ice.”
The recommended O’ndina Gin & Tonic is with Fever-Tree Mediterranean Tonic, garnished with basil, but it is also promoted for serving neat over ice, again garnished with basil.
Citing the WSTA Market Report 2017, Nick Williamson, marketing director at Campari UK, said: “The gin market continues to grow in the UK, seeing a 30% increase in 2017, and as a forward-thinking company Campari UK is always looking to launch new products to market that challenge category conventions.
“Our expertise in Italian spirits makes us uniquely positioned to launch O’ndina, carving out space in a crowded market by appealing in particular to sophisticated foodies and travel-dreamers. This product is an excellent addition to our already dynamic portfolio.”
Campari Group expanded into the premium gin category last year with the acquisition of Bulldog Gin.