Diageo has pulled its gin RTD, Gordon’s Edge, off the UK market, after disappointing sales, the second RTD failure for the company in the space of six months.
“We launched Gordon’s Edge into a crowded market place at a time of uncertainty due to the duty driven RTD price increases,” the company said in a statement.
“Since that time Gordon’s Edge has not been distinctive enough versus other recent RTD introductions – to meet the high rate of sale expectations set by Diageo. Therefore we have decided to cease production of Gordon’s Edge.”
This is the second disappointment for Diageo in the RTD category in the last year, following the withdrawal of the Captain Morgan Gold brand from the US. However, the failure of Gordon’s Edge is on a much smaller scale and was less of a surprise following previous warnings the brand had not lived up to expectations.
However, Diageo said it remained committed to the category.
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By GlobalData“Diageo GB has a great innovation record, with several new brand extensions brought to market in recent months and it is important that we maintain our leadership position in the category,” it said.
“We are confident in our ability to innovate although not all products will have the same level of success. There are big wins to be made from launch successes.”
The company said it would continue to spend on innovation and that the failure of Gordon’s Edge did not affect its investment in the parent Gordon’s gin brand.
