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Diageo’s Villa Ascenti super-premium Italian gin - Product Launch

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Diageo's Villa Ascenti super-premium Italian gin

Diageo’s Villa Ascenti Gin

Diageo’s Villa Ascenti Gin

Category - Spirits, gin, 41% abv

Available - From this month

Location - Initially launching in 14 European countries including the UK, Italy, Germany, Greece, Ireland, Spain, Portugal, Austria, Switzerland and Poland

Price - GBP35 (US$44.60) per 70cl bottle

Diageo has added a new "super-premium" Italian gin to its portfolio. The launch of Villa Ascenti follows the recent construction of Distilleria Santa Vittoria in the north-west region of Piedmont. The new EUR420,000 (US$469,000) distillery forms part of Villa Ascenti's brand home in Santa Vittoria. The distillery also features a refurbished Frilli copper pot still from the 1970s.

Master distiller, Lorenzo Rosso, from the Piedmont region, will work with local producers and farmers to source ingredients for Villa Ascenti Gin, including Moscato grapes, fresh mint and thyme. The gin is made using Moscato grapes, which are distilled three times. During the final distillation, the Moscato grape distillate is infused with Tuscan juniper berries.

"The super-premium and ultra-premium gin categories are the fastest growing segment within gin in Europe and within the UK specifically, there has been a 38.6% increase by volume and 41.3% by value," Diageo said. "Gin represents 4% of Diageo's net sales and grew 28% during the first half of Diageo's 2019 financial year, with Gordon's and Tanqueray delivering strong double-digit growth and gaining share in Europe."

Villa Ascenti Gin joins the Diageo Reserve portfolio. The Diageo gin stable includes Gordon's, Tanqueray, Tanqueray No. Ten and Jinzu.

Last month, Pernod Ricard announced its intention to purchase the Malfy Italian gin brand. Malfy, which is made in the Italian region of Moncalieri, comprises four variants: Originale, Con Limone, Con Arancia and Gin Rosa.

Is Pernod Ricard buying Malfy for the flavour? - just-drinks thinks


Sectors: Product launches, Spirits

Companies: Diageo

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