Gordon's Elderflower launches in the UK

10 February, 2014

Diageo has added an elderflower variant to its Gordon’s line, following last year’s launch of Gordon’s Crisp Cucumber.

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”.





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.

Instagram

Facebook