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Gordon's gin switches up bottle for first time in decades

Published:  25 August, 2016

Gordon's gin has revealed a fresh new look for the first time in decades. 

Gordon's gin has revealed a fresh new look for the first time in over decades.

The Diageo-owned London dry gin brand has revamped its historic bottling, which is set to roll out to the on-trade from September.

While Gordon's branding will remain unchanged, the new taller, narrower bottle has been designed with a more contemporary and premium feel in mind.

Through label changes and a new embossed design, the gin-makers are hoping to highlight the quality and heritage of the brand, which was first established in 1769.

Faith Holland, Diageo GB's head of on-trade category development, said: "The gin category continues to thrive, with the craft and heritage of brands becoming increasingly important to consumer decisions. So we saw an opportunity for Gordon's to assert our quality and trust credentials by modernising our most important asset - the signature bottle.

"The new design is bold, distinctive and contemporary and will support the continued growth of this iconic brand in a category worth £600m to the on-trade."

The new bottle gives more prominence to the brand's icon - the Boar's Head - as well as a new foot label featuring founder Alexander Gordon's signature.

Botanicals have also been introduced to the label.

In October, the new packaging will be supported by a £3.6m marketing investment aimed at driving consumer awareness of Gordon's.

The newly designed bottle will run across the Gordon's Original (1L and 70cl), Gordon's Sloe Gin (70cl) and Gordon's Spot of Elderflower flavour (70cl) range.