The launch will be supported by a £700,000 marketing campaign, including broadcast and digital advertising, as well as social media and consumer investments.
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Gordon’s Tropical Passionfruit is perfectly placed to follow in the footsteps of the brand’s Premium Pink Distilled Gin, according to the supplier, which was the biggest spirits launch in the on and off-trade in the past five years.
Jessica Lace, head of Gordon’s GB at Diageo, said: “With the popularity of tropical flavours having grown by 148% year on year, the new flavour is set to lead the continued category growth, tapping into consumer trends.
“The new flavour is perfect for enjoying evenings with friends and for those looking for a taste of something a little tropical this summer. The fruity passionfruit flavour blends perfectly with the botanicals of Gordon’s original London Dry, to deliver a crispy and juicy taste.”
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