Gordon’s is looking to strengthen its position in premix alcoholic drinks with the launch of its first flavoured variants.

Gordon’s & Tonic with a Dash of Elderflower and Gordon’s & Tonic with a Hint of Cucumber (rsp: £1.85/250ml) will roll out nationwide next month alongside new cucumber-flavoured gin variant Gordon’s Crisp Cucumber (rsp: £15.49/70cl).

The NPD is being supported by a £1m marketing push designed to bring younger consumers into the category and increase purchase among existing customers.

The company said gin was in strong growth, with off-trade sales up 5%, while the pre-mix category had grown 23% [Nielsen 52 w/e 5 January 2013]. “The new variants celebrate the versatility of gin and are set to inject freshness and vibrancy into the category ahead of the key spring/summer season,” said brand manager Nin Taank.

Sales of Gordon’s pre-mixers have risen 17% to £10.6m [Nielsen 52 w/e 13 October 2012].

Topics