The new offering, which is 37.5% ABV and available in 70cl bottles or price-marked packs, was launched today (Tuesday 15 March) in Morrisons and Asda’s stores for £16.50 RRP.
Supported by a 700K marketing campaign, Gordon’s Tropical Passionfruit Distilled Gin is due to be rolled out across wider retailers and the on-trade from early April.
Innovation
Gordon’s GB head Jessica Lace said: “Following the success of Gordon’s Premium Pink Distilled Gin, this new innovation will continue to engage the interest of gin drinkers as well as recruit a new audience into the category.”
The new variant from Gordon’s, which combines classic juniper notes with tropical passionfruit and a hint of vanilla, comes as the popularity of tropical flavours has grown by 148% year on year, according to NielsenIQ Scantrack.
As reported last week by the Morning Advertiser, BrewDog and Whitley Neill have also launched new gins this month.
BrewDog released its citrus flavoured gin, LoneWolf Dear Mum gin (40% ABV) in time for Mother’s day on 27 March while Whitley Neill launched its Oriental Spiced Gin (43% ABV).
Since it was launched 250 years ago when Alexander Gordon opened a small distillery in London, Gordon’s gin has been awarded 4 Royal Warrants and created several variations of flavoured gin.
Passionfruit perfection
Other offerings from Gordon’s include its Premium Pink Distilled Gin, which has been the biggest spirits launch in the on-trade in the last 5 years, according to Nielsen on-trade data.
Also available are Gordon’s Sicilian Lemon Distilled Gin, Mediterranean Orange Distilled Gin, and White Peach Distilled Gin.
Laced added: “Gordon’s Tropical Passionfruit Distilled Gin exudes passionfruit to perfection and is a fantastic option for people seeking new ways to enjoy their favourite G&T.”