DRIVE RETAIL SALES BY THINKING PINK Gordon’s Launches New Premium Gin

Gordon’s London Dry Gin is set to shake up the thriving Gin category with the launch of its new Premium Pink Distilled Gin, providing retailers with the opportunity to appeal to a new, younger adult audience. Available to off-trade channels now.

Gordon Pink and tonic GB (1) - Copy

Tapping into the growing Pink Gin sub-sector, Gordon’s Premium Pink combines the sweetness of raspberries and strawberries with the tang of redcurrant, using only natural flavours. The blush liquid is served up in a tall, narrow bottle, providing a contemporary, premium feel and distinctive on shelf presence, helping to drive excitement and sales in store.

 

Annalisa Tedeshi, Head of Gordon’s at Diageo GB, comments: “With the launch of Gordon’s Pink, we’re entering a vibrant sub-sector. In Spain, Pink Gin is a growing trend which accounts for 36%[1] of value growth within the total Gin category, demonstrating a huge opportunity for success that UK retailers can emulate.

“With proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we’re confident that Gordon’s Pink will prove successful with consumers and help to catapult Pink Gin into the UK mainstream.”

From September, Gordon’s Premium Pink will be supported a £2.1m marketing investment, including a targeted OOH, PR, digital and social media activity, under its ‘Shall We…’ campaign.

Gordon’s Premium Pink will be available to the off-trade at an RRSP of £16.50 (70cl).

 

[1] Nielsen Spain Off Trade MAT Mar 17

Author: kimbarnard

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