Cucumber-flavoured gin from Diageo
Diageo is to launch a cucumber-flavoured gin under the Gordon's brand.
Gordon's Crisp Cucumber is Gordon's London Dry Gin blended with natural cucumber flavouring. The company is also to launch two premixed drinks: Gordon's & Tonic with a hint of cucumber and Gordon's & Tonic with a dash of elderflower.
The launch will be supported by a £1 million marketing campaign and the products will be available throughout the UK from March.
Nin Taank, Gordon's brand manager, Diageo GB, said: "Gin is the third largest spirit in the spirits category and is experiencing strong growth +12% in the on-trade and +5% in the off-trade. The premix cans segment is also growing rapidly at +23%, bringing in new consumers to spirits and appealing to those looking for convenient alternative formats to consume spirits on different occasions.
"As the UK's no.1 gin brand we are looking to invite consumers to enjoy gin in a new and exciting way which will drive frequency of purchase among existing gin consumers whilst attracting new younger gin consumers."