Click through to see the new look for Pernod Ricards Plymouth Gin

Click through to see the new look for Pernod Ricard's Plymouth Gin

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Pernod Ricard has lined up a global price rise and packaging upgrade for its Plymouth Gin brand.

Chivas Brothers, Pernod's Scotch whisky and premium gin unit, announced earlier today (18 January) that it will up the price of the brand starting this month, to “reflect the brand’s super-premium positioning within the gin category”.

Speaking exclusively to just-drinks today, Chivas Brothers' director for gins, Paco Recuero, provided further details of the proposed price rise: In the UK, for example, the brand has a recommended retail price (RRP) of between GBP17 (US$26.15) and GBP18, but will rise to between GBP20 and GBP25 per unit. Globally, RRPs are likely to rise by up to 40%.

When launched in Spain last year, Plymouth Gin was priced at EUR30 (US$38.50) per bottle.

At the same time, the Plymouth Gin bottle will be updated and rolled out over this year and next.

The repackage, which includes a rounded bottle shape, an oval label and an image of the Mayflower boat, will be introduced in a phased programme in markets such as the US, Austria, Denmark, Norway, Greece, the UK and Japan.

Recuero also said that the unit is looking to launch Plymouth Gin in Canada “at some point this year”.

Pernod took ownership of Plymouth Gin in 2008, when it acquired Vin & Sprit. The brand was rumoured to be lined up for a sale, due to Pernod's ownership of Beefeater gin, which is also distilled in the UK.

Plymouth Gin sells around 100,000 cases per year, primarily in the UK, US and Australia. Plymouth Gin has 'Protected Geographical Indication' from the European Union, meaning the term can only be used for gin produced in the city of Plymouth.