Gordon’s shakes up the thriving gin category with the launch of its new Premium Pink Distilled Gin

Gordon’s London Dry Gin is set to shake up the thriving Gin category with the launch of its new Premium Pink Distilled Gin, providing licensees with the opportunity to appeal to a new, younger, adult audience. Available to the on-trade now.

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. The blush liquid is served up in a tall, narrow bottle, providing a contemporary, premium feel and distinctive back bar presence, helping to drive excitement and sales.

Annalisa Tedeschi, Head of Gordon’s at Diageo GB, comments: “With the launch of Gordon’s Premium Pink, we’re entering a vibrant sub-sector. Pink Gin already accounts for 6% of total Gin volume[1] and provides a real opportunity to grow the category.

“With this proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we’re confident that Gordon’s Premium Pink will prove successful with consumers and help to catapult Pink Gin into the mainstream.”

From September, Gordon’s Premium Pink will be supported a £2.1m marketing investment, including a targeted OOH, PR, digital and social media activity, under its ‘Shall We…’ campaign.

[1] GB, Kantar Millward Brown March 2017

To maximise sales, licensees can reinvigorate the classic G&T and create a twist on the popular Spritz by adding the following new serves to their drinks menu:

1. Gordon’s P&T (Gordon’s Premium Pink & Tonic) RSP of £4 Fill a large wine glass with ice Mix 50cl Gordon’s Premium Pink with 150ml tonic water Garnish with wedges of fresh strawberries 1.9 units per serve

2. Gordon’s Premium Pink Spritz RSP of £7.95 Fill a large wine glass with ice 50ml Gordon’s Premium Pink 50ml lemonade 25ml prosecco 2.2 units per serve