This fall iconic gin brand Gordon’s will be launching a bold packaging redesign in the UK. Scheduled to hit the off-market this September, this marks the first change to its classic label in over 70 years.

The redesign will include a taller, slimmer bottle with an embossed design. Visual cues, including an embossed juniper plant –Gin’s key ingredient- are aimed at positioning Gordon’s as a premium product. The label will also capitalize on Gordon’s 250-year heritage of distilling quality gin and prominently feature founder Alexander Gordon’s signature. With these packaging changes, Gordon’s is hoping to increase on-shelf visibility with a more sleek and contemporary look. Oh, and rest assured, the famous boars head logo will remain unchanged.

The revamped bottle is just part of Gordon’s parent company, Diageo’s GBP3.6m (US$4.75m) marketing effort that they believe will not only help the brand thrive, but will benefit retailers as well.

“The gin category is growing 14% in volume sales within the off-trade, driven by strong premium growth.” Says Gordon’s Europe brand manager, Nick Moore. “With the increasing importance of a brand’s quality and heritage to consumers, we saw an opportunity for Gordon’s to reassert its leadership of the gin category (by) launching a new, more premium look and feel. By upgrading the signature bottle we are ensuring Gordon’s has increased stand out on retailer’s shelves as we look to further grow the long established brand.”

The new design will apply to Gordon’s original 1.5 liter and 70cl formats, its 70cl sloe gin and 70 cl spot of elderflower flavor.


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