Gordon’s Gin is improving its sustainability credentials with the rollout of 85% recycled glass bottles across its range.
Made at Cameronbridge distillery in Fife, which is powered by renewable electricity, the bottles would “offer gin-lovers a positive choice”, said Gordon’s.
The new design paid homage to “the rich history of Gordon’s, from its initial conception in Southwark, London almost 250 years ago”, it added.
It still features the royal warrant granted to Tanqueray Gordon & Co as suppliers to the royal household, the same scripted font used since 1769, and the brand’s trademarked boar’s head logo.
The flavour of each variant, however, was now emphasised with “subtle taste cues highlighted on the design”, said Gordon’s. For example, its London Dry Gin features juniper berries, while its Premium Pink variant is decorated with strawberries and raspberries.
The new bottles would help the brand appeal to “even more consumers”, it said.
“On top of the eye-catching aesthetics, this bottle is also part of our journey towards our wider sustainability targets, ensuring all packaging is widely recyclable by 2030,” said Gordon’s Gin global head Mark Jarman.
It comes on the back of a strong year for the Diageo-owned brand, which added £11.3m in value sales in the 52 weeks until 11 September 2021 [NielsenIQ].
Gordon’s isn’t the only gin brand making concerted efforts to improve its environmental credentials.
Pernod Ricard-owned brand Plymouth Gin last month unveiled new lighter bottles, which it claimed would help it cut 60 tonnes of carbon emissions a year.
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