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Gordon's Elderflower launches in the UK
Published:  10 February, 2014

Diageo has added an elderflower variant to its Gordon’s line, following last year’s launch of Gordon’s Crisp Cucumber.

Launching to the UK this month, the new innovation will be supported with a seven figure marketing budget.

Gordon’s Elderflower is a distilled gin with natural Elderflower and flavourings, according to Diageo. It has an abv of 37.5% and is also available in premix can.

Katerina Podtserkovskaya, marketing manager of 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.

“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.”

According to Diageo, the UK gin category is “growing +5.8% ahead of total spirits”.