Diageo to "invigorate" gin with new Gordon's lines

Diageo claims it will “invigorate” the UK gin category with the March-launch of a new range of Gordon’s-based gin products.

Heading the trio of innovations is Gordon’s Crisp Cucumber, a 70cl blend of Original Gordon’s London Dry Gin and natural cucumber flavouring.

It measures 37.5% in ABV, is priced at RRP £15.49 per bottle and is designed to be mixed with tonic.

Gordon’s & Tonic with a Hint of Cucumber and Gordon’s & Tonic with a Dash of Elderflower are in pre-mixed can format (RRP£1.85 per can), offering, said Diageo, a “contemporary twist on the classic G&T in a ready-to-drink format”.

Supported by a £1million ‘through-the-line’ marketing campaign, the range is said to capitalise on consumer trends towards gin and flavoured spirits.

The range will roll out to Spain, Portugal, Greece, the Netherlands and Belgium from April.

Nin Taank, Gordon’s brand manager, Diageo GB, said: “Gin is the third largest spirit in the spirits category and is experiencing strong growth +12% in the on-trade and +5% in the off-trade. The premix cans segment is also growing rapidly at +23%, bringing in new consumers to spirits and appealing to those looking for convenient alternative formats to consume spirits on different occasions.

“As the UK’s no.1 gin brand we are looking to invite consumers to enjoy gin in a new and exciting way which will drive frequency of purchase amongst existing gin consumers whilst attracting new younger gin consumers. The new Great British variants celebrate the true versatility of gin, and are set to inject freshness and vibrancy into the category in advance of the key spring/summer season.”