Diageo is launching an extension to its market-leading gin brand, Gordon’s, in a bid to drive sales among consumers with more adventurous tastes.
The company is claiming a major innovation for the category with the release of Gordon’s Distiller’s Cut, a 40% abv blend of Gordon’s gin, lemongrass and ginger.
The brand has won listings with Sainsbury, Tesco and Jacksons from this month and will retail at around £13.29, which compares with an rsp of £11.99 for Gordon’s original.
It is the second shake-up to the Gordon’s stable after the relaunch of Gordon’s Sloe Gin earlier this year, and represents a spate of activity by Diageo in the past few months to widen its collection of premium spirits, including a new winter version of Pimm’s, silver version of Jose Cuervo tequila and Bell’s Special Reserve.
The gin market is growing at 4% [ACNielsen off-trade MAT year to July 10] and Gordon’s marketing manager, Mark Sandys, said Distiller’s Cut offered a real point of difference to consumers. Distilled four times, it can be drunk with tonic or mixed in cocktails.
“As consumers become increasingly sophisticated in their tastes, they are demanding more from their gin”, said Sandys. “After the successful relaunch of Gordon’s Sloe Gin earlier this year, we believe the time is right to further reinvigorate the gin market.”
Diageo is spending £1.5m on a new Christmas television campaign for Gordon’s, which launches in November.