Gordon’s drives flavoured gin trend

Gordon’s is looking to capitalise on the gin category’s current growth and an ongoing popularity of flavoured spirits with the launch this month of an elderflower variant.

Made with natural elderflower and “flavourings”, the 37.5 abv Gordon’s Elderflower follows last year’s launch of Gordon’s Crisp Cucumber.

According to Nielsen MAT data to the end of November 2013, the UK gin category is growing 5.8% ahead of the total spirits category.

Predicting that this new launch will “take the market by storm,” Katerina Podtserkovskaya, marketing manager for Gordon’s, said: “With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.”

The brand is backing this latest addition to its range with a “seven figure” marketing budget, which will target both the on- and off-trade. A “360-activation across all channels” will include a new series of TV advertisements from the end of March. The new product is also aiming to stand out on the shelves with its bright yellow, butterfly label design.

Gordon’s Elderflower will carry an RRP of £16.11 for a 70cl bottle or £73.88 for a case of six. It will also be available in pre-mix cans with an RRP of £1.95 each.