BULLDOG gin makes first UK promo push

BULLDOG London Dry Gin, which claims to be the world’s fastest-growing premium gin brand, is making its first concerted promotional drive in the UK going in to 2016.

BULLDOG has a distinctive spiked collar on the rim of the bottle (Photo: BULLDOG)

The brand plans to build its presence in the UK, promoting itself as an “interpretation of a modern London dry gin and modern Britain” to consumers and trade in the new year.

It is beginning by appointing a UK brand ambassador to promote the gin to bartenders and consumers across the country.

It follows the brand’s listing on online grocery retailer Ocado in October 2015, allowing it to be purchased nationwide for the first time. It is also present in selected Sainsbury’s and Waitrose stores.

BULLDOG launched in 2007, and has since expanded into 80 countries, 20 of which being in 2015 alone.

Beyond the UK, BULLDOG expects to expand its presence to between 100 and 120 markets by the end of 2016.

The gin is “a modern alternative to some of the more traditional, juniper heavy brands on the market,” BULLDOG says. It promotes its ability to be taken neat or to used to make Gin & Tonics or gin cocktails.

BULLDOG uses 12 botanicals sourced from eight countries, three of which are unique to the brand, including longan fruit, lotus leaves and white poppy.

The 40% ABV gin retails at £23 per 700ml bottle.