Allied Domecq is bringing Wet by Beefeater to nine new markets this summer, adding Atlanta, Maryland, Delaware, Kentucky, Indiana, Wisconsin, Minnesota, Tennessee and Washington, DC, to the 10 where the gin is already established.

The company has relied on media coverage, on-premise sampling and word-of-mouth publicity to promote Wet, which retails for about US$21 per 750ml bottle. The brand was launched in 2002, then rolled out in Japan and Spain a year later. Allied declined to provide current sales volumes, but said Wet has posted a strong performance so far.

"Wet by Beefeater has been a true testament to the strength of the Beefeater trademark and Allied Domecq's commitment to core brand innovation," said Simon Hunt, senior vice president of marketing for North America. "We are pleased with the positive response from our distributor partners, the trade and most important—consumers. Wet has changed the way people look at gin, and opened up opportunities for growth in the imported gin category."