Launching to the UK this month, the new innovation will be supported with a seven figure marketing budget.
Gordon’s Elderflower is a distilled gin with natural Elderflower and flavourings, according to Diageo. It has an abv of 37.5% and is also available in premix can.
Katerina Podtserkovskaya, marketing manager of 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.
“Gordon’s continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber. We expect this launch to take the market by storm, representing an exciting opportunity for on and off-trade retailers alike.”
According to Diageo, the UK gin category is “growing +5.8% ahead of total spirits”.
