Diageo thinks pink for latest Gordon’s gin variant
THE producer of Gordon’s gin has extended the range with the launch of a new pink variant.
Designed to appeal to a “new, younger adult audience”, Gordon’s Premium Pink Distilled Gin is said to combine the “sweetness of raspberries and strawberries with the tang of redcurrant”.
The blush liquid is packaged in a tall, narrow bottle, intended to provide a “distinctive” back-bar presence.
The launch of Gordon’s Premium Pink is being backed by a major marketing campaign, spanning advertising and digital and social media activity.
The ‘Shall We…’ campaign will also see suggested serves for Gordon’s Premium Pink promoted in the on-trade (see recipes at end).
Annalisa Tedeshi, head of Gordon’s at Diageo GB, said: “With the launch of Gordon’s Premium Pink, we’re entering a vibrant sub-sector; pink gin already accounts for 6% of total gin volume and provides a real opportunity to grow the category.
“With this proven popularity, the strength of the well-established Gordon’s brand name and a delicious, refreshing taste, we’re confident that Gordon’s Premium Pink will prove successful with consumers and help to catapult pink gin into the mainstream.”
Gordon’s P&T
- Fill a large wine glass with ice
- Mix 50cl Gordon’s Premium Pink with 150ml tonic water
- Garnish with wedges of fresh strawberries
Gordon’s Premium Pink Spritz
- Fill a large wine glass with ice
- 50ml Gordon’s Premium Pink
- 50ml lemonade
- 25ml prosecco
