Launching this month, Gordon’s Elderflower will be supported with a seven-figure marketing spend, targeting both the on- and off-trade, including TV advertising from the end of March.
Following last year’s launch of Gordon’s Crisp Cucumber, the new flavour is aimed at growing the gin category with an emphasis on the “gin and tonic experience”.
Gordon’s Elderflower is a distilled gin with natural elderflower and flavourings, bottled at 37.5% ABV. It is also available in a premix can with tonic for the off-trade.
Diageo has identified flavoured gin as a key opportunity on the back of the success of flavoured spirits in other categories. Gin is also growing 5.8% ahead of total spirits, according to figures from Nielsen.
Katerina Podtserkovskaya, marketing manager for Gordon’s, said: “With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.
“Known and loved in the UK, Gordon’s continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber. We expect this launch to take the market by storm, representing an exciting opportunity for on- and off-trade retailers alike.”
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