Following a successful launch in Tesco, a pink version of Gordon's gin is set to hit pubs and bars.
Gordon's Premium Pink is a raspberry, strawberry and redcurrant flavoured gin that is designed to appeal to non-gin fans. It comes at 37.5 per cent ABV and is a bit sweeter than standard gin to help lure in new drinkers to the category.
"Pink Gin already accounts for six per cent of total gin volume and provides a real opportunity to grow the category," said Annalisa Tedeschi, head of Gordon's at brand owner Diageo.
"With this proven popularity, the strength of the well-established Gordon's brand name and a delicious, refreshing taste, we're confident that Gordon's Premium Pink will prove successful with consumers and help to catapult Pink Gin into the mainstream."
The brand will be supported with a £2.1m marketing campaign through the autumn.
The company is suggesting licensees serve give standard G&Ts a twist by serving a P&T (Pink & tonic) with a recommended selling price of £4:
Gordon's P&T (Gordon's Premium Pink & Tonic)
- Fill a large wine glass with ice
- Mix 50cl Gordon's Premium Pink with 150ml tonic water
- Garnish with wedges of fresh strawberries
Earlier this summer a magic gin that goes from blue to pink was launched.