Ian Macleod Distillers launched a new full-strength Edinburgh Gin flavour into duty free at the Moodie Davitt Virtual Travel Retail Expo. The Gooseberry & Elderflower variant will join the Rhubarb & Ginger, Lemon & Jasmine and Raspberry flavours in the channel.
Edinburgh Gin Gooseberry & Elderflower, which launched in the UK domestic market in the spring, is a tangy marriage of tart gooseberries and sweet elderflower built on a juniper-forward dry London gin base.
Ian Macleod Distillers also announced Edinburgh Gin Classic will relaunch in travel retail in new livery in April 2021.
“2019 was an important year for Edinburgh Gin as we established the brand in the premium full-strength flavoured gin category,” said 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.”
Ian Macleod added that new wall bays for Edinburgh Gin will be installed at Edinburgh and Stansted airports later this month. These will promote the brand’s new Filled with Wonder campaign.
| Gooseberry & Elderflower launches at Virtual Travel Retail Expo Ian Macleod Distillers marked the launch of Edinburgh Gin Gooseberry & Elderflower into travel retail with a virtual tasting of the brand’s portfolio in the Engagement Lounge of the Virtual Travel Retail Expo. Attendees were sent four bottles of full-strength Edinburgh Gin miniatures: Classic, Rhubarb & Ginger, Raspberry and the new Gooseberry & Elderflower flavour, as well as a bottle of Fever-Tree Tonic.  Describing the Gooseberry & Elderflower variant, Ian Macleod Global Brand Ambassador Gordon Dundas said: “This is brand new to global travel retail. It was released domestically two weeks before lockdown and never really got the launch it deserved, so it is great to be tasting it here today. “Colours can be deceptive, but not so much in this case because the clear spirit is the most subtly flavoured of our flavoured gins; it probably has the most of the classic gin flavour still present of all the variants. The gooseberry and the elderflower play off each other very nicely: the elderflower is sweet, floral and aromatic, but the gooseberry is more tart and zingy. “For me, if you are more of a London Dry drinker, this is a flavoured gin that will suit you.” |
