UK: Maxxium launches Plymouth Gin promotional push

Maxxium UK is to launch a new bottle design and a global marketing campaign for Plymouth Gin.

The new bottle will be available initially in the UK from June, and marks the brand's first design change in its 200-year history.

"As well as paying its respects to the art deco era, we feel that the new bottle is also a truly modern classic and reflects on the consumer resurgence in classic cocktails," said Eileen Livingston, Maxxium UK's senior marketing manager for Plymouth Gin.

"It allows us to communicate the heritage of the brand while still being relevant to gin drinkers today. The new design evolution is the start of an exciting new chapter in the Plymouth Gin story and its journey to become the next global premium gin."

In addition to a new-look bottle, Plymouth Gin will be revealing its new brand strategy during the summer months. "Plymouth Gin has been identified as a key growth brand within our premium portfolio," said Martin Price, Maxxium UK's acting marketing director.

"In August this year, we are unveiling an ambitious integrated marketing campaign that will see this modern classic reaching its core consumers of classic gin and tonic drinkers and the new generation of cocktail enthusiasts.

"The re-design is merely the start of an exciting new chapter in the Plymouth Gin story in its quest to become the next global premium gin."