Gordon’s Gin expands growing RTD portfolio
Gordon’s has added a new ready-to-drink (RTD) to its growing portfolio, Gordon’s Premium Pink Gin and Lemonade (5% ABV).
Available in a 250ml format, it is being launched in Tesco and Waitrose this October, and rolled out across wider retailers and wholesale from early next year.
As Diageo’s RTD brands currently make up 59% share of the total sub-category’s sales [Nielsen Scantrack] showcasing the shopper need for convenient formats, and 61% of Gordon’s Premium Pink serves are made with lemonade in the on-trade [Kantar Worldpanel], this latest launch is set for success as it taps into current trends whilst continuing the brand’s momentum.
With the unmistakably balanced berry fruitiness of the popular Gordon’s Premium Pink Distilled Gin paired with the subtle sweetness of lemonade, Gordon’s said the drink provides retailers with an opportunity to capitalise on the success of Gordon’s Premium Pink Gin and its popular serves.
Gordon’s Premium Gin and Lemonade RTD is an option for shoppers who prefer a sweeter taste profile.
The new launch will be available as a single slimline can with vibrant pink packaging for strong on-shelf appeal.
The latest launch will provide consumers with a new, convenient way to enjoy the liquid whether at home or out and about with friends, and should be located alongside Gordon’s Premium Pink & Tonic and fellow Gordon’s RTD’s in-store.
Jessica Lace, head of Gordon’s, Diageo GB said: “Following the success of Gordon’s Premium Pink and knowing the huge opportunity within the RTD category, we were keen to replicate the popular Gordon’s Premium Pink & lemonade in an accessible format for more consumers to enjoy. The launch of Gordon’s Premium Pink Gin and Lemonade ready-to-drink RTD does exactly that and places the brand at the forefront of emerging trends. We’re excited to be offering the high-quality, vibrant liquid in a convenient format that shoppers can enjoy and that retailers can capitalise on”.
