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Gordon's elderflower gin launch backed by seven-figure marketing spend

Published:  12 February, 2014

Gordon's new elderflower gin will be backed up with a with seven-figure marketing budget spanning the on and off-trades.

The new gin adds to the brand's flavours range which launched last year with its Crisp Cucumber product. The launch is supported with a TV advertisement and brand owner Diageo hopes to capitalise on the current trend for gin, which is growing 5.8% (Nielsen MAT to November 30, 2013) ahead of the rest of the spirits category.

Gordon's Elderflower is a distilled gin with natural Elderflower and flavourings, 37.5% abv, and is also available in a  premix can. The new butterfly yellow packaging design aims to stand out on shelf while retaining the brand's signature look.

Gordon's premix elderflower gin

Katerina Podtserkovskaya, marketing manager for Gordon's, said: "With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.

Known and loved in the UK, Gordon's continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber. We expect this launch to take the market by storm, representing an exciting opportunity for on and off-trade retailers alike."

Gordon's Elderflower will appear on-shelf in February 2014 rrp £16.11 per 70cl bottle, while the premix cans have an rrp of £1.95. The TV ad will air at the end of March.