US: New Amsterdam launches Straight Gin

By just-drinks.com editorial team | 9 May 2008

New Amsterdam is to launch a citrus-tasting gin brand in the US from 1 June. Straight Gin has been created to target consumers wanting a more "premium and sophisticated" gin, said the spirits company today (9 May).

"Consumers search for brands that are simultaneously approachable in their taste profile while still distinguishing themselves as a premium spirit," said Gary Ippolito executive vice president. "The combination of New Amsterdam Straight Gin's sleek packaging with its smooth, superior taste offers consumers an upscale spirit experience; something for which gin consumers have long been yearning."

The gin includes citrus elements and a "lighter emphasis" on juniper berries, resulting in a softer mouth feel, said the company.

"For years, white spirits drinkers have moved away from gin because of its harsh taste profile," said Ippolito. "We saw an opportunity to re-introduce consumers to gin by offering a unique new taste experience. The result is a smoother taste profile that pleases the palate, whether mixed as part of a cocktail or consumed straight."

New Amsterdam Straight Gin is available nationwide for approximately U$2.49/100ml.

Sectors: Spirits