Diageo aims to appeal to a younger adult audience with the launch of its new Gordon’s premium pink distilled gin.
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.
Diageo has served up the beverage in a tall bottle to provide a contemporary feel and distinctive on-shelf presence, in a bid to boost sales.
Annalisa Tedeshi, head of Gordon’s at Diageo GB, said: “With the launch of Gordon’s pink, we’re entering a vibrant sub-sector.
“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 by a £2.1 million marketing campaign. It will be available with a recommended retail price of £16.50 (70cl).
Last year, the Gordon’s brand was given a major packaging refresh with an embossed design to boost standout on shelf.
© FoodBev Media Ltd 2017