Label brings gin brand to life

EG Special Edition line up

COCKTAIL recipes and a guided tasting are just some of the features of a new ‘immersive’ label for Edinburgh Gin.

Initially available on Edinburgh Gin Classic before being rolled out to Edinburgh Gin’s Rhubarb & Ginger, Raspberry and Gooseberry & Elderflower flavoured variants, the new-look labels showcase each variant’s botanicals, such as the milk thistle, pine buds and orange peel in the Classic variant.

The label also features a QR code which, when scanned, gives access to an “animated exploration” of the botanicals as well as a guided tasting with head distiller David Wilkinson and a range of gin cocktail recipes.

Neil Boyd, UK managing director of Edinburgh Gin parent company Ian Macleod Distillers, said: “Launched in 2010, Edinburgh Gin Classic is the juniper-forward London Dry at the heart of our entire range.

“With an original balance of 14 botanicals, we wanted to celebrate these natural flavours with a vibrant and immersive label which allows consumers to jump right into Edinburgh Gin’s world of wonder.”