Alcohol news of the week (editor’s choice): Gordon’s Elderflower

Gordon’s Gin has raised the bar for the flavoured spirits market with an elderflower variant.

Supported by a £1m marketing budget, the brand has a fresh pack design and a TV advert that will drive awareness and excitement of the drink. It follows the launch last year of Gordon’s Crisp Cucumber.

• THE STAT: the gin category currently experiencing resurgence and growing +5.8% ahead of total spirits
• INFO: Gordon’s Elderflower is a distilled gin with natural Elderflower and flavourings, 37.5% ABV, and is also available in a pre-mix can
• PRICE: Gordon’s Elderflower has an RRP of £16.11 per 70cl bottle and a case of six RRP £73.88. Gordon’s Elderflower premix cans RRP £1.95.

Katerina Podtserkovskaya, marketing manager for Gordon’s, said: “With gin in strong growth, now is the perfect time to push the category forward even further with this new flavour launch.

“Gordon’s is known and loved in the UK, and continues to lead with on-trend and innovative flavours such as Elderflower and Crisp Cucumber.”

Gordon’s Elderflower is available now and the TV ad campaign will be on screens by the end of March.