Tropical twist

DIAGEO has given its Gordon’s Gin brand a tropical twist with the launch of a fruity new variant in time for the summer.

Gordon’s Tropical Passionfruit Distilled Gin is a 37.5% ABV spirit that Diageo reckons is “perfectly placed” to follow in the footsteps of its Gordon’s Premium Pink Distilled Gin – which it claimed was the most successful spirits NPD of the last five years.

Diageo is supporting the launch of its new tropical variant with a £700k marketing campaign, which will include broadcast and digital advertising, as well as social media activity.

Available in a 70cl format as a single bottle or PMP, Gordon’s Tropical Passionfruit Distilled Gin is rolling out this month.

Jessica Lace, head of Gordon’s GB, said: “This new innovation will continue to engage the interest of gin drinkers as well as recruit a new audience into the gin category.”