Hayman’s extends new branding to navy-strength gin

haymans Royal Dock with Navy sextantHayman Distillers has rolled out a repackaging of its gins to its higher-strength Royal Dock Navy Strength Gin.

The new look brings it in line with Hayman’s core gin range, which was relaunched in June with branding that emphasises the owners’ rich history as a family gin distiller dating back to 1863.

Introduced last year, Royal Dock Navy Strength Gin is based on a style of gin supplied to the Royal Navy and the merchant trade from 1863 by previous generations of the Hayman family who run the business. Navy-strength gin is 57% ABV which is the strength required to enable gunpowder to light if gin is spilt on it.

Royal Dock now features an updated logo and a new label with new gold accents. While the design has been updated, the label’s pale blue background remains true to original label when it was supplied under the mark “Senior Service Gin”.

Like the rest of Hayman’s core range, the new bottle echoes a bespoke family bottle from 1947 discovered in the Hayman family archives.

It has distinctive broad, angular shoulders and strong embossing above and below the front label which reads: “Hayman Distillers. Family Gin Distillers since 1863, England.”

Director Miranda Hayman said: “We are delighted to be launching our newly branded Royal Dock Navy Strength Gin which gives the product a more contemporary feel while also aligning it with the rest of our core range of gins.

“Royal Dock is a robust, crisp and full-bodied gin, and its high ABV makes it more aromatic than many gins. This means it is particularly popular in the on-trade as an important cocktail ingredient, within for example the Gimlet or Pink Gin.”

The name Royal Dock refers to the Royal Victoria Yard at the Royal Dock in Deptford on the Thames in south London, which was established in 1513 by Henry VIII.

The gin was delivered to this dock, the largest of the Navy’s food and drink headquarters, with London being the largest port in England.

The new branding now features on the core range which also comprises Hayman’s London Dry Gin, Hayman’s Old Tom Gin and Hayman’s Sloe Gin.

The rest of the range, including Hayman’s 1850 Reserve and Hayman’s Gin Liqueur, is likely to be updated in early 2014.

Click here to see the latest news stories from Barmagazine.co.uk

Previous Industry news round-up: November 25, 2013
Next Luminar develops karaoke offering with Lucky Voice