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Diageo's Gordon's Elderflower Gin

Category - Spirits, gin, 37.5% abv

Available - From this month

Location - UK, nation-wide, on- and off-trade; Germany from May

Price - SRP of GBP16.11 (US$26.50) per 70cl bottle

Distribution - Diageo

Diageo's Gordon's gin brand has expanded its flavour range with the launch of an Elderflower variant.

Gordon's Elderflower Gin will be supported by a campaign with a "seven-figure" marketing spend, Diageo said today (10 February). The variant will also be available in a premix can with an SRP of GBP1.95.

It will be initially available in the UK, and in Germany from May.

The product comes 12 months after Diageo launched a Crisp Cucumber extension to the Gordon's range.

This article was ammended on 11 February. The original stated that the marketing spend on the new campaign was six figures.

Show the press release

Gordon’s, the UK’s number 1 gin brand[1], is set to further expand its flavours range with the introduction of a new Elderflower variant.  Launching in February 2014, the new innovation will be supported with a six figure marketing spend, targeting both on and off trade, to drive growth into the gin category.

Supported by a vibrant pack design, TV advertisement and 360-activation across all channels, Gordon’s new offering is expected to expand the gin category by bringing further excitement to the gin and tonic experience.

Introduced as a new addition to its flavours range, launched last year with Gordon’s Crisp Cucumber, the launch of Gordon’s Elderflower will also help the on and off-trade market to further capitalise on a particularly buoyant period for gin. With the gin category currently experiencing resurgence and growing +5.8% ahead of total spirits[2], the time is right for Gordon’s, the category leader, to introduce new trends to the category. Recognising that flavoured spirits have seen huge successes in other markets, Gordon’s has identified this as a key opportunity for gin.

Gordon’s Elderflower is a distilled gin with natural Elderflower and flavourings, 37.5% ABV, and is also available in an exciting premix can. The new ‘butterfly’ packaging design in vibrant sunshine-yellow will offer extra stand-out on shelf while still retaining the signature Gordon’s look.

Early research has shown fantastic results, with a consumer score of ‘outstanding’ and high purchase intent for the on-trend Elderflower variant. The concept also over-indexes with younger adults and females, driving new consumers to the classic Gordon’s brand.

Katerina Podtserkovskaya, Marketing Manager for Gordon’s, says, “With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.

Known and loved in the UK, Gordon’s continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber. We expect this launch to take the market by storm, representing an exciting opportunity for on and off-trade retailers alike.”

Gordon’s Elderflower will appear on-shelf in February 2014. The Gordon’s TV ad campaign will go live at the end of March/April, showcasing the new Elderflower variant.

Gordon’s Elderflower will be available nationwide at an RRP of £16.11 per bottle (70cl) and a case of 6 RRP £73.88. Gordon’s Elderflower premix cans RRP £1.95.

Original source: Company Release