Gordon’s, the UK’s biggest selling gin brand, has revealed a new design for its packaging, set to roll out to the off-trade from September.

Aimed at creating a ‘more premium and distinctive’ look, the new bottle is taller and slimmer than before and features a refreshed label that highlights Gordon’s 247-year heritage.

The brand – worth £189.8m in value sales [Nielsen 52 w/e 25 April 2016] –  has added embossing to the bottle to drive premium cues, and the pack gives prominence to founder Alexander Gordon’s signature, featured on the cap and bottom label, and to the boar’s head symbol.

The new packaging will be supported by a £3.6m investment from October to drive relevance while ‘leveraging the wit and personality’ of the gin.

“With the increasing importance of a brand’s quality and heritage to consumers, we saw an opportunity for Gordon’s to reassert its leadership of the gin category through launching a new, more premium look and feel,” said Europe brand manager Nick Moore. “By upgrading the signature bottle, we are ensuring Gordon’s has increased standout on shelves.”