City of London Distillery

City of London Distillery has given its gins a makeover to celebrate the brand’s fifth anniversary.

New bottles have rolled out across its five-strong portfolio, featuring a larger label and logo, stronger colour banding, a new gold crest and additional illustrations (rsp: £28-£40).

The move would help “create a stronger brand identity” and increase standout on shelf, claimed City of London, which over the past year has secured listings in Waitrose, Selfridges and Harvey Nichols.

The brand had “huge growth potential” that was “reflected in the investment we are making to strengthen its identity” said City of London marketing director James Stocker.