Product Launch - UK: Proximo Spirits' Boodles Gin

By | 25 September 2013

Click through to view Proximo Spirits Boodles Gin

Click through to view Proximo Spirits' Boodles Gin

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Proximo Spirits' Boodles Gin

Category - Spirits, gin, 40% abv

Available - From 5 October

Location - UK, off-trade, initially in Selfridge's and in branches of Sainsbury's supermarkets, also available in selected on-trade outlets

Price - RRP of GBP22 (US$35) per 70cl bottle

Distribution - Proximo Spirits UK

Proximo Spirits is set to launch its UK-sourced gin brand, Boodles, in its home market. The product, which is available in the US and Japan, will roll out to Selfridge's and to branches of Sainsbury's supermarket chain at the beginning of this month.

The brand was established in 1845, and is named after private gentleman's club Boodles. Club members included Ian Fleming and Winston Churchill.

Proximo is owned by Mexico's Beckmann family, who also own the Jose Cuervo Tequila brand. Earlier this year, the division took over distribution of Jose Cuervo in the UK from Diageo.

Show the press release

This October marks the return of Boodles Gin, a premium British gin, back to home turf. The gin has always been distilled and produced in the UK* however the brand has never previously been available to UK consumers, having only been distributed to the US and Japanese markets. With sample tastings taking place at Selfridges* throughout October, and the launching of Boodles Gin nationwide at Sainsbury’s on October 5th, there’s never been a better time to sample the best of British with this crisp, refreshing gin.

Boodles Gin was established in 1845, obtaining its namesake from the Boodles Club, a gentleman’s private hang out in St. James’s London-founded by Edward Boodles in 1762. The gin was previously distilled exclusively for the club, with notable members including Ian Fleming and Winston Churchill. Churchill was reputed to be a strong advocate for Boodles Gin.

Boodles Gin, 40% proof, interestingly contains no citrus, obtaining its unique flavour from nine botanicals; sage, rosemary and coriander, which provide a citrusy taste, as well as nutmeg, angelica root and seed, cassia bark and caraway. The taste is clean, crisp with no real burn and understated notes of juniper.

Boodles Gin is produced according to the London Dry Gin production standards by G&J Greenall in Warrington, under license from Proximo Spirits. The neutral spirit is distilled from wheat prior to being dispatched to G&J Greenall’s, where it is re-distilled in a traditional copper pot still, which protects the liquid and allows the alcohol to evaporate at a lower temperature, therefore delicately infusing the botanical flavours. The resultant vapour is then passed through a condenser and liquefied to produce an essence. The ‘heads’ (volatile compounds with a low boiling point) and the ‘tails’ (volatile compounds with a high boiling point) are separated from the distillate.

The Boodles Gin bottle is a classic, stylish square bottle of 70cl, taking its inspiration from the original Boodles Gin bottle, which shared it’s simple, clean lined shape. With a silver screw cap, and the Boodles Gin logo embossed on side, the bottle is finished with the royal blue Boodles Gin label, which proudly displays the Boodles Gin name in crisp white. The bottle’s dimensions are 213mm x 111mm x 58mm.

Boodles Gin is also available at the following venues: Dukes Hotel, The Gilbert Scott, Kensington Place, Star At Night - Gin Club, the Ivy Club, Soho House Group, Grand Union Bars, ETM Group, Shaker & Co, Hidden Door, Graphic, Balthazar, Port House, Barworks 5CC, Oliver Conquest, 3 Kings, Bar Music Hall and The Haggerston. A classic serve for Boodles Gin is the Kiss Kiss Bang Bang winner of Gin Stock 2013, a sweet fruity cocktail with Boodles Gin, lemon grass, thyme, juniper, apple juice, pineapple and lemon. 

Of the new addition to Selfridges’s shelves, Dawn Davies, Wine and Spirits Buyer at Selfridges comments, 'it is great to see Boodles Gin on the shelves with its new look and its fresh zesty flavour with vibrant spices and round texture make it perfect for cocktails and G&Ts.' Rob Curteis, Head of Marketing at Proximo Spirits UK adds, 'We're thrilled to be launching Boodles Gin in Selfridges and nationwide at Sainbury's, two Great British institutions hosting a future British classic. Boodles Gin, like Selfridges and Sainsbury's, was founded in the UK so it's great to see it returning to shop shelves here in Britain.'

Boodles Gin is available at Selfridges London and will be available in Sainsbury’s nationwide from 5th October at a RRP of £22.

Original source: Company Release

Expert analysis

Gin & Genever in United Kingdom to 2016: Databook

Canadean’s, "Gin & Genever in United Kingdom to 2016: Databook" contains detailed historic and forecast Gin & Genever consumption analysis, segmented at a category level. It provides year on year growth figures for the different types of Gin & Genever available in United Kingdom, as well as volume data based on price segments and alcoholic strength. This report reviews the latest industry trends both for overall products as well as leading market players, which makes it an essential tool for companies active across the United Kingdom alcoholic drinks value chain and for new players considering entering the market.

Sectors: Product launches, Spirits

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