June looks to embrace more flavoured gin options in the off-trade
PREMIUM spirits firm Paragon Brands has launched its new June by G’Vine Mango & Passionfruit spirit as it aims to bring a tropical touch to the summer.
Making it the fourth variant in the June range, the new variant taps into the rising demand for tropical flavour combinations in time for the upcoming summer months.
Paragon reckons the new addition will help to add further excitement to the drinks aisles with a more premium and versatile flavoured gin option.
The spirit has been crafted using the base French G’Vine gin that has been been blended with tropical botanicals and distilled in a copper pot still to offer a natural fruit infusion of flavours.
Available now in a 700ml bottle for Scottish retailers with an RRP of £29.99 per bottle. The gin has also been bottled at 37.5% ABV.
To support the new launch, Paragon has invested in an integrated marketing campaign, including trade and consumer PR, a social media campaign and influencer outreach as the firm aims to drive visibility for the brand across the summer.
This new launch from Paragon comes after the firm expanded its range of Żubrówka Grass Bison Polish vodka to Sainsbury’s.
Chris Jones, managing director at Paragon Brands, said: “We know mango and passionfruit as a flavour pairing is trending across Scotland, especially among younger demographics.
“Ours is a stand-out gin with striking branding and an elegant bottle, and while younger consumers are drinking less, they are drinking better – opting for natural flavours and sophisticated, stylish drinks.
“Tropical flavours are driving growth in the market; the market leading Craft Gin Club has highlighted that consumers are turning to ‘liquid travel’, seeking exotic, tropical flavour profiles that evoke holidays and sunshine.
“Our new Mango and Passionfruit variant gives stores the opportunity to expand their offering to appeal to drinkers looking for new and innovative flavour combinations.
“We see the gin as a contemporary component for spritzes, served with prosecco, soda and a fresh passion fruit garnish, as drinkers move away from bitter flavour notes towards fruitier, tropical beverages.”
