Gordon’s has added two new fruity flavoured gins to its drinks lineup.
They are: Tropical Passionfruit and Morello Cherry (37.5% abv) (rsp: £16.50/70cl).
Billed as “a tropical twist on the original recipe”, Tropical Passionfruit will roll into Morrisons and Asda tomorrow (15 March), with a wider retail rollout to follow from early April.
The drink was “perfectly placed to follow in the footsteps” of Gordon’s Premium Pink Gin, which was “the biggest spirits launch in the on and off-trade in the last five years”, it claimed.
The rollout will be supported by a £700k marketing campaign, including broadcast and digital advertising, social media and consumer activations.
Morello Cherry, meanwhile, will launch exclusively at Sainsbury’s on 23 March.
“We know that gin variants such as Morello Cherry and Tropical Passionfruit tap into the growing consumer demand for flavours, which is growing at a rapid rate”, said Gordon’s GB head of marketing Jessica Lace.
As a result, the innovations were “well placed to engage consumers as we approach the spring and summer seasons”, she added.
The news comes on the back of a strong year for the Diageo-owned brand, which added £11.3m in value sales in the 52 weeks to 11 September 2021 [NielsenIQ].
In November, the brand unveiled plans to roll out new 85% recycled glass bottles across its range.
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