Yorkshire-based distillery Masons has splashed half a million pounds on a rebrand and new flavour.
The gin brand has given its range a new look in a bid to “raise the bar” in the premium gin category, it said, and to give a “better reflection of the quality liquid inside the bottle”.
The brand has also renamed itself as Masons of Yorkshire to “reflect its regional heritage”.
It will support the rebrand with its biggest-ever marketing spend, including PR, social and print campaigns, as it looks to become one of the UK’s “most definitive” gin brands, it said.
Co-founder Karl Mason said Masons “can’t wait to help even more discerning gin lovers discover Masons” through the brand refresh and marketing spend, adding the “fast-growing” audience of quality seekers were hunting out inspiring brands and experiences, something Masons offered “in spades”.
Meanwhile, Masons of Yorkshire has also expanded its range with a new Orange & Lime Leaf gin, which combines citrus flavours with notes of kaffir lime leaf for a “deliciously smooth finish”.
It launched this week on the brand’s web shop (rsp: £30/70cl).
The new flavour marks the first in a pipeline of innovation following a £1m investment into a new distillery and state-of-the-art gin lab, which the brand built after its previous premises caught fire last year.