• Premiumisation move to “better reflect its status”, company says
  • Available in 5cl, 70cl, 1L and 1.5L bottles
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Click through to view London Hill Gin redesign

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Ian Macleod Distillers has redesigned its London Hill Gin packaging in a bid to make it stand out as a premium product, the company said today (22 June).

The black and metallic palette has been changed to a 'gin green' colour while a juniper-berry design highlights the brand's botanicals. The new packaging also comes with a neck booklet detailing the brand's history.

Last month, Ian Macleod redesigned another of its spirits brands, the Isle of Skye Blended Scotch.

Show the press release

 

21 June 2011, Edinburgh: Ian Macleod Distillers has unveiled its award-winning London Hill Gin.

 

Designed to better reflect the exceptional quality, authenticity and depth of flavour of London Hill Gin, the new packaging introduces a deeper ‘gin green’ to the original black and metallic silver colour palette, ensuring greater shelf standout and enhancing its premium status as one of the finest gins on the market.

 

Small, detailed colour illustrations on the front label reflect the unique selling points of the spirit.  New woodcut style juniper berries represent its subtle blend of natural botanicals, while the coloured ‘Jenny Pot Still’ illustration highlights London Hill Gin’s traditional and iconic distillation process, as well as supporting the neck booklet story. 

 

Production is now overseen by Master Distiller Rob Dorsett, who has 35 years of experience.

 

The new neck booklet also provides consumers with further insight into London Hill Gin’s 1785 origins at the Langley Distillery in England, its ‘single batch distillation’ production, distinctive recipe of citrus, herbs and spices, as well as serving suggestions.

 

Ian Weir, Director of Marketing for Ian Macleod Distillers, commented: “London Hill Gin is an award-winning brand which we believe surpasses the market leaders in terms of quality and taste.  Premiumisation of the packaging to better reflect its status was therefore a key objective in the redesign. 

 

“Secondly, we wanted to better communicate London Hill Gin’s personality to consumers, reinforcing its meticulous distillation and selection process, as well as its subtle blend of natural botanicals.” 

 

With a bias of citrus tones that comes from the ribbons of citrus peels including lemon and sweet orange, London Hill Gin undergoes an individual maceration process that involves hours of mixing and infusing a number of botanicals. Ingredients include juniper berries from Italy and the Balkans, Bulgarian coriander, cassia bark from China, Madagascan cinnamon and liquorice from Italy.

 

London Hill Gin has won a hat trick of gold medals at the annual International Wine & Spirit Competition. The judges have commented on its “Good balance of fresh botanicals with juniper just peeping out above the rest. Complex flavours with coriander and angelica showing on a smooth palate, and a bright, fresh finish". They summed it up as "the epitome of London Dry Gin”.

 

Delicious on its own, London Hill Gin goes well with tonic water, fresh orange juice and other mixers, and provides an “excellent base for a great Martini cocktail” (HOT Magazine).  Serve with a slice of orange to bring out the citrus twist.

 

London Hill Gin is bottled in a range of sizes and alcohol percentages: 1 litre at 43% and 1.5 litre, 70cl and 5cl at 40%.

 

Original source: http://www.ianmacleod.com/brands/?id=1