Gordon’s is launching a Sicilian Lemon gin ahead of the summer as it battles slipping sales.
The “outstandingly zesty” Gordon’s Sicilian Lemon (37.5% abv) offered a “Mediterranean twist on the original recipe from Alexander Gordon”, the brand said. Blending the “classic characteristics of Gordon’s with the finest juicy Sicilian lemon”, it uses 100% natural flavours.
Available for pre-order on Amazon now, it will make its debut in all major retailers on 10 March (rsp: £16.50/70cl).
Brand owner Diageo said it hoped the new variant would “follow in the footsteps” of Gordon’s Pink Gin, which had gone from “strength to strength” since its launch in 2017.
“As consumers become more adventurous with their drinks choices and want to explore new flavours, there is an ever-increasing appetite for different styles of gin,” said Jessica Lace, head of Gordon’s Europe.
“Following the amazing response to Gordon’s Premium Pink Gin, we aim to continue to engage the interest of current gin drinkers and recruit a new audience into the category with our new flavour innovation.”
Last year, Gordon’s Pink Gin overtook big-name spirits brands including Russian Standard, Bell’s and Captain Morgan, after sales surged by £63m (82%) to £140.3m [Nielsen 52 w/e 10 August 2019].
However, the wider Gordon’s brand slipped into sales decline in the second half of 2019 amid growing competition in the gin market.
Commenting at the time, Dayalan Nayager, MD of Diageo Great Britain, Ireland and France, blamed the decline on the comparison with a prior period of “strong innovation”.