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Langley's brand expands range with Old Tom gin

Published:  26 September, 2016

Following the successful launch of Langley's No. 8 gin three years ago, Charter Brands is launching an Old Tom gin to its range.

Following the successful launch of Langley's No. 8 gin three years ago, Charter Brands is launching an Old Tom gin to its range.

"We've always planned to develop other styles of gin under the Langley's brand, and our Old Tom has been 12 months in development. The style is a forgotten classic in many ways, but with interest in gin among UK consumers at an all-time high and still growing, the time is right to bring it back with a real focus and strategy behind it," said co-founder of Charter Brands, Mark Dawkins.

Old Tom gins were a popular style of gin that was produced in the 18th and 19th centuries. The name Old Tom reportedly came about because wooden paces shaped like a black cat were mounted on the outside of pubs.  In order to get a shot of gin money was to be inserted into a slot under the cat's paw sign.

The style of Old Tom's gin is sweeter than a London Dry gin.

Dawkins said: "The sweeter flavour profile will appeal to bar professionals looking for a different take on classic gin drinks such as a Collins, as well as giving consumers an alternative to the London Dry style. We've had pre-orders already for export markets, as well as interest from some key UK on and off-trade retailers."

As the interest in artisanal products continues to climb, the timing to launch such a product also works well. Though Dawkins stresses the design of Langley's No.8 and Old Tom's gin is meant to be more timeless.

He said: "There are a lot of gin brands using the 'craft' terminology, but we feel it's becoming over-used.  The Langley's brand is all about classic, timeless and quintessentially English gin products. Old Tom is exactly that - we've taken a classic recipe and redeveloped it for the modern era."

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