Gordon’s, the No.1 gin brand[1], has added a new variant to its growing portfolio, Gordon’s Tropical Passionfruit Distilled Gin (37.5% ABV). A tropical twist on the original recipe, Gordon’s Tropical Passionfruit Distilled Gin will be launching in Morrisons and Asda from Tuesday 15th March, and rolled out across wider retailers and on-trade from early April.
Gordon’s Tropical Passionfruit Distilled Gin will be available in a 70cl format as a single bottle or price-marked-pack. Its significant new launch will be supported by a £700k marketing campaign, including broadcast and digital advertising, as well as social media and consumer activations.
Gordon’s Tropical Passionfruit Distilled Gin is perfectly placed to follow in the footsteps of Gordon’s Premium Pink Distilled Gin – which has been the biggest spirits launch in the on[2] and off-trade[3] in the last five years.
With the popularity of tropical flavours having grown by +148% YOY[4], Gordon’s Tropical Passionfruit Distilled Gin is set to lead the continued category growth, tapping into consumer trends.
Perfect for enjoying evenings with friends and for those looking for a taste of something a little tropical this summer. The fruity passionfruit flavour blends perfectly with the botanicals in Gordon’s original London Dry, to deliver a crisp and juicy taste.
Jessica Lace, Head of Gordon’s GB, comments, “Following the success of Gordon’s Premium Pink Distilled Gin, this new innovation will continue to engage the interest of gin drinkers as well as recruit a new audience into the category. Gordon’s Tropical Passionfruit Distilled Gin exudes passionfruit to perfection and is a fantastic option for people seeking new ways to enjoy their favourite G&T.”
Further to the launch of Gordon’s Tropical Passionfruit Distilled Gin, Gordon’s continues its drive for innovation with the introduction of Gordon’s Morello Cherry Distilled Gin (37.5% ABV). Available to purchase in a 70cl format, exclusively from Sainsbury’s from Wednesday 23rd March.
Commenting on the Morello Cherry launch Lace continued, “We know that gin variants such as Morello Cherry and Tropical Passionfruit tap into the growing consumer demand for flavours, which is growing at a rapid rate. With this in mind, these variants are well placed to engage consumers as we approach the spring and summer seasons.”
Gordon’s Tropical Passionfruit Distilled Gin and Gordon’s Morello Cherry Distilled Gin join the existing range of Gordon’s gin variants including; Gordon’s Premium Pink Distilled Gin, Gordon’s Sicilian Lemon Distilled Gin, Gordon’s Mediterranean Orange Distilled Gin and Gordon’s White Peach Distilled Gin where they continue to spearhead innovation in this category.
[1] Nielsen: Non-Flavored Gin – GB Total Coverage – Latest 52 Weeks – WE 26 February 2022
[2] Source: Nielsen, on-trade data
[3] Based on £RSV in the first 14 weeks since launch in the off-trade only. Data provided from Nielsen Scantrack and dated back to 1 June 2007
[4] NielsenIQ Scantrack MAT TY we27.03.2021
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