Diageo is hoping to recruit younger consumers into the gin sector with the relaunch of Gordon’s Sloe Gin.
The makeover is intended to propel it from niche product to “the new drink for 2004”. The liquid will not change, but the packaging has been radically overhauled, bringing its appearance in line with
Gordon’s principal line.
Made from a combination of sloe berries and gin, the 26% abv spirit dates back to 1908, but its heritage will not be the focus of the relaunch. Instead, Diageo is hoping to capture younger drinkers and will be pitching Sloe Gin as a versatile spirit, suitable for cocktails and “new drinking experiences”.
Mark Sandys, senior brand manager for Gordon’s at Diageo, said: “We are confident this is a natural progression from a category and a brand that’s becoming increasingly popular.”
The relaunch has also won the approval of buyers. One spirits buyer at a leading multiple said: “The category needs some innovation to pull trendy consumers in. It’s ironic that a possible answer to the category’s problems has been sitting on the shelf all the time.”
Available from next month, the spirit will retail for £13.49 for a 70cl bottle. It will be supported by marketing and sampling campaigns.
Rosie Davenport
The makeover is intended to propel it from niche product to “the new drink for 2004”. The liquid will not change, but the packaging has been radically overhauled, bringing its appearance in line with
Gordon’s principal line.
Made from a combination of sloe berries and gin, the 26% abv spirit dates back to 1908, but its heritage will not be the focus of the relaunch. Instead, Diageo is hoping to capture younger drinkers and will be pitching Sloe Gin as a versatile spirit, suitable for cocktails and “new drinking experiences”.
Mark Sandys, senior brand manager for Gordon’s at Diageo, said: “We are confident this is a natural progression from a category and a brand that’s becoming increasingly popular.”
The relaunch has also won the approval of buyers. One spirits buyer at a leading multiple said: “The category needs some innovation to pull trendy consumers in. It’s ironic that a possible answer to the category’s problems has been sitting on the shelf all the time.”
Available from next month, the spirit will retail for £13.49 for a 70cl bottle. It will be supported by marketing and sampling campaigns.
Rosie Davenport
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