Maxxium UK has unveiled a £15m investment package for its Plymouth Gin brand.

The activity, which represents new positioning for the brand over the next five years, aims to link the gin to gardening and relaxing outdoors.

This year's £2m summer marketing drive, launched at the Hampton Court Palace Flower Show, will be spearheaded by the brand's first UK consumer advertising from next month.

The press and outdoor ads focus on the smoothness of the gin. Senior marketing mana­ger Eileen Livingston said: "Time and again, Plymouth Gin is preferred in blind taste tests because of its exceptional smoothness. We want to educate consumers to ensure more people discover the superior qualities of the world's smoothest gin."

As well as sampling at the Hampton show, BBC Gardener's World Live, Grand Designs Live and the National Amateur Gardening Show in Bath, the brand will also tour Wyevale Garden Centres.

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