Edinburgh Gin goes to full strength for new duty-free launch

Edinburgh Gin goes to full strength for new duty-free launch

Ian Macleod Distillers is strengthening its portfolio of Edinburgh Gin full strength gins in global travel retail with the introduction of Gooseberry & Elderflower Gin.

Edinburgh Gin Gooseberry & Elderflower becomes the fourth full strength flavour alongside Rhubarb & Ginger, Lemon & Jasmine and Raspberry (all ABV 40% / 1L / £29.99).

Launched into the UK domestic market this spring, Edinburgh Gin Gooseberry & Elderflower is a tangy and refreshing marriage of tart gooseberries and sweet, fragrant elderflower built on a juniper-forward London Dry base. With a natural light green hue, Gooseberry & Elderflower Gin is the perfect mix for tonic or a sharp base spirit for a gin cocktail.

Alongside the flavoured gin range, Edinburgh Gin Classic (ABV 43% / 1L / £29.99) is to be relaunched next April in global travel retail sporting a new livery. The packaging refresh has been very well received in the UK domestic market where Edinburgh Gin Classic was voted joint category champion for gin in the Bartenders’ Brand Awards 2020*. A juniper-forward gin, Edinburgh Gin Classic is a modern London Dry gin with a nod to Scotland in its recipe with native plants and botanicals. The blend of 14 botanicals includes lavender, pine buds, mulberries and cobnuts. Orange peel, lemongrass and lime peel contribute lively citrus notes. It is a delightfully crisp gin with a distinctively smooth finish.

“2019 was an important year for Edinburgh Gin as we established the brand in the premium full-strength flavoured gin category,” says Ian Macleod Distillers’ Global Travel Retail Director, William Ovens. “We are continuing this progress in 2020 with the launch of our sophisticated Gooseberry & Elderflower flavour, enabling us to capitalise on the demand for super premium flavoured gins in travel retail. We are also delighted to reintroduce Edinburgh Gin Classic, inspired by the home city of Edinburgh Gin and the base to our fruit gin liqueurs and full strength flavoured gins.”

Later this month in Edinburgh and Stansted airports, new Edinburgh Gin wall bays will be installed, marking the launch of the Filled with Wonder campaign in travel retail. Filled with Wonder, which celebrates the flavour, craft and creativity of Edinburgh Gin, was launched in the UK domestic market earlier this year and includes the brand’s first ever TV advertising campaign.

Launched in 2010 in the domestic market, Edinburgh Gin remains the UK and World number one gin liqueur brand with a 45% value share**. It is also the number three super premium gin in the UK domestic market. Its success has been mirrored in global travel retail where Edinburgh Gin is the number one selling gin liqueur and the global number four super premium gin.

Renowned flavour pioneers within the gin category, the brand has won some highly acclaimed awards this year. Edinburgh Gin’s Rhubarb & Ginger full strength gin was awarded Best Scottish Flavoured Gin at The World Gin Awards 2020 and also won Gold at the prestigious International Wine and Spirits Competition 2019, scoring 95 out of 100. Edinburgh Gin Rhubarb and Ginger gin liqueur won a Master award at the Travel Retail Spirits Masters awards and Edinburgh Gin Elderflower gin liqueur was named the world’s Best Gin Liqueur at The Spirits Business Gin Masters.

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