Gin brand Gordon’s has revealed a fresh new look for its iconic bottle, which is set to roll out to the off-trade this September.
The new taller, slimmer bottle will provide a more premium and distinctive on-shelf presence, Gordon’s said. Through label changes and a new embossed design, the bottle will also highlight the quality and heritage of the brand, which is more than 250 years old.
Gordon’s has added embossing to the side of the bottle to drive premium cues and a link back to the key ingredient for gin, the juniper plant. Additionally the pack gives prominence to founder Alexander Gordon’s signature, featured on the cap and bottom label, and to the Boar’s head – a symbol of Gordon’s heritage.
The redesigned bottle is also set to drive gin sales for retailers, Gordon’s claimed.
Gordon’s Europe brand manager Nick Moore said: “The gin category is growing 14% in volume sales within the off-trade, driven by strong premium growth. With the increasing importance of a brand’s quality and heritage to consumers, we saw an opportunity for Gordon’s to reassert its leadership of the gin category [by] launching a new, more premium look and feel. By upgrading the signature bottle we are ensuring Gordon’s has increased stand out on retailer’s shelves as we look to further grow the long-established brand.”
The new packaging will be supported by a £3.6 million marketing investment to drive relevance for the brand, which will put Gordon’s front-of-mind for consumers when it launches in October.
The newly designed bottle will run across the Gordon’s original 1.5 lire, 1 lire and 70cl formats – as well as Gordon’s 70cl sloe gin and Gordon’s spot of elderflower flavour, also in 70cl.
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