DIAGEO-owned Gordon’s, the UK’s top-selling gin, is adding an elderflower variety to its range.
Following what the firm says was the success of last year’s Crisp Cucumber variety, it plans to support Gordon’s Elderflower with a seven-figure marketing programme designed to strengthen the giant brand’s position in the buoyant gin market.
The elderflower variety will be available in 70cl bottles and as a canned premix with tonic.
Nielsen measures the gin category as growing 5.8%. Noting the success of other flavoured spirits, Diageo has moved to extend the Gordon’s range.
Marketing manager, Katerina Podtserkovskaya, said: “With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.
“Known and loved in the UK, Gordon’s continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber. We expect this launch to take the market by storm, representing an exciting opportunity for on and off-trade retailers alike.”
The RRP is £16.11 for a bottle. Premix cans are £1.95.