New Gordon’s gin bottle champions heritage and provenance

Gordon's Gin

A fresh new look has been unveiled for Gordon’s London dry gin, with a taller, narrower bottle and a new design highlighting its heritage.

Due for roll-out to the on-trade from September, the branding remains the same but with label changes and a new embossed design to highlight quality and its history dating back to 1769.

It features an increased prominence of the brand icon, the boar’s head, as well as a new foot label featuring founder Alexander Gordon’s signature. Botanicals have been introduced to the label design to showcase the brand’s freshness and provenance.

The gin itself remains unchanged but it comes in a taller, narrower bottler to provide a more contemporary, premium and distinctive presence on the back bar.

Faith Holland, Diageo GB’s head of on-trade category development, said: “The gin category continues to thrive, with the craft and heritage of brands becoming increasingly important to consumer decisions.

“So we saw an opportunity for Gordon’s to assert our quality and trust credentials by modernising our most important asset – the signature bottle.”

Quoting figures from CGA Strategy, she added: “The new design is bold, distinctive and contemporary and will support the continued growth of this iconic brand in a category worth £600m to the on-trade.”

The new packaging will be supported by a £3.6m marketing investment aimed at driving consumer awareness of Gordon’s while demonstrating the “wit and personality” of the UK’s best-selling dry gin. Launching in October, the campaign aims to put Gordon’s front of mind for people when ordering the first G&T of the weekend.

The newly designed bottle will run across Gordon’s Original (one litre and 70cl), Gordon’s Sloe Gin (70cl) and Gordon’s Spot of Elderflower flavour range (70cl).

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