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Plymouth Gin backed with 15 million push

Published:  23 July, 2008

Plymouth Gin has been relaunched with new packaging and market positioning - backed by a 15 million five-year budget from brand owner V&S, the Swedish company behind Absolut vodka.

Launched at the 2006 Hampton Court Palace Flower Show, the new campaign comprises sampling and consumer advertising PR, with the brand positioned as 'the perfect modern classic to enjoy relaxing in and around the home and gardening'.

Huw Pennel, managing director of Plymouth's UK distributor Maxxium UK, said; 'Gardening has become one of the fastest-growing leisure interests over the past 10 years and this surge in interest will provide Plymouth Gin with a brand new platform to target men and women aged 45-plus who love to relax at home and have a keen interest in their garden. We've made a huge investment to shake up the premium gin category.'

The brand will be sampled at garden centres and garden shows, backed by the 'Accidental Gardener' James Alexander Sinclair and celebrity chefs the Tanner Brothers. Landscape gardener Matt Cox created a 'garnish-inspired' garden at the Hampton Court Flower show.

In August a press, outdoor and online advertising campaign will be launched, concentrating on the 'superior smoothness of Plymouth Gin' and encouraging consumers to 'discover this outstanding gin for themselves'.

Plymouth Gin currently has an RSP of 13.49 and has widespread distribution.