The launch is part of Bombay Sapphire’s strategy to “premiumise the G&T drinking experience”.

The glasses are to be seeded nationwide with over 30,000 glasses going into the on-trade. The launch will be supported by outdoor advertising to encourage the brand’s target 25-34 year old ABC1 audience to try the “Ultimate G&T”.

Consumers can also get their hands on the Balloon Glasses via an off-trade gift with purchase promotion that is running in the convenience channel. By purchasing a large bottle of Bombay Sapphire, consumers can claim to free glasses at www.drinksmadeeasy.co.uk.

Bombay Sapphire is currently experiencing MAT Volume growth of + 16.7% and MAT Value growth of + 30.1%* in the on-trade.