Back to the future for gin brand

New-Gordon's-bottleA NEW-look bottle for gin brand Gordon’s is being rolled out to the on-trade.
Described as contemporary while reinforcing the brand’s heritage, the new embossed bottle is taller and narrower than its predecessor, which parent company Diageo said gives it a “distinctive back-bar presence”.
Labelling retains the Gordon’s branding while giving greater prominence to the brand’s boar’s head logo, and a new foot label featuring founder Alexander Gordon’s signature has been added.
The launch of the new-look packaging, which has been rolled out across the Gordon’s range, will be backed by a marketing campaign later in the year.
Faith Holland, head of on-trade category development at Diageo, said the new design is “bold, distinctive and contemporary”.
“The gin category continues to thrive, with the craft and heritage of brands becoming increasingly important to consumer decisions,” she said.
“So we saw an opportunity for Gordon’s to assert our quality and trust credentials by modernising our most important asset – the signature bottle.”