Posh spirits brand JJ Whitley has launched a violet-infused gin ahead of World Gin Day on 9 June.
The Halewood Wines & Spirits brand’s purple-hued gin is set to go on sale into online retailers this month (rsp: £18/70cl).
The introduction came in response to rocketing demand for pink gin, which has seen major brands including Gordon’s and Beefeater expand their ranges to include strawberry and raspberry-infused varieties.
Its 38.6% abv gin infuses eight botanicals including juniper, angelica root, coriander and liquorice, while the new SKU debuts an updated label for the brand, celebrating its “quintessentially British” heritage.
It follows the move by fellow Halewood brand Aber Falls to introduce a violet liqueur in December, aiming to bring a new demographic of consumers into the category.
“To meet consumer demand, there was a desire to bring a distinctive new violet gin to market in time for the summer months and we of course obliged,” said brand manager for JJ Whitley Adam Georgiou.
“With a heritage in launching unique flavours, JJ Whitley is positioned perfectly to capitalise on this sought-after expression, which will deliver standout on shelf and exciting creations served over the bar.”