Source: Quintessential Brands

The drink is billed as having an ‘earthy, tangy taste’ thanks to the addition of black lemons – or ‘loomi’

Opihr Gin has added a new Black Lemon Gin said to be inspired by the flavours of the Middle East.

Opihr Black Lemon (43% abv) is touted as containing “the rich flavours associated with the Arabian Peninsula” such as its namesake fruit – which are technically dried limes and known locally as ‘loomi’ (rsp: £23/70cl). 

The brand said they added “an earthy, tangy flavour that blends with the classic juniper character of London dry gin to create a deliciously intriguing and truly original taste” alongside the addition of timut peppers to create “the perfect balance of citrus and spice”.

The NPD had “real standout appeal” in “a category as crowded as the gin category is today”, said Liz Peck, off-trade business unit director at Opihr owner Quintessential Brands.

To mark the launch, Opihr partnered with Gousto to run an activation at “pop-up foodie experience” Flavourlust in London on 17 and 18 September, where it offered Opihr cocktails using the new gin and others in its range alongside the recipe box brand’s street food range.

The launch will be backed by in-store support “to help retailers maximise visibility and communicate to shoppers Opihr’s unique proposition”, said the brand.

The NPD comes as sales of Opihr’s core London dry gin hit £10.1m this year, rising from £9.9m last year [Nielsen 52 w/e 15 May 2021].