The new 37.5% ABV variant joins Gordon’s Crisp Cucumber, which was launched last year.
Gordon’s Elderflower – available in a 70cl bottle and a pre-mix can with Schweppes tonic water – is being backed by a marketing campaign, which will include on and off-trade activity and a TV ad.
Katerina Podserkovskaya, marketing manager for Gordon’s, said the new variant will help operators further capitalise on a “particularly buoyant period” for gin.
“Known and loved in the UK, Gordon’s continues to lead with on-trend and innovative flavours such as elderflower and crisp cucumber,” said Podserkovskaya.
“We expect this launch to take the market by storm, representing an exciting opportunity for on and off-trade retailers alike.”