Drive innovation at scale Flushed with success: launch of Gordon’s Premium Pink Distilled Gin driven by speed and scale
Feature 06 AUG 2018
Gordon’s Premium Pink Distilled Gin (Gordon’s Pink) has become the most successful new spirits product development in Great Britain in the last decade(i). This is thanks to its consumer appeal and improvements in the way we launch our innovations.
Inspired by an original Gordon’s recipe from the 1880s, Gordon’s Pink balances the refreshing taste of Gordon’s gin with the natural sweetness of raspberries and strawberries and the tang of redcurrant.
Launched in Iberia in May 2017, Gordon’s Pink was launched in Great Britain just 10 weeks later, supported by national media, digital and social media content.
In the past, this kind of launch would have taken around six months. Agile work in our supply chain and brand teams, combined with a ‘hothouse’ approach to cooperation between departments, cut months from the launch process. In September 2017, we launched in Ireland, Italy, Germany, Austria, Switzerland, Benelux and Denmark. Most recently, we have launched in North America and Australia.
In Great Britain, Gordon’s Pink was voted ‘Product of the Year’ for the Alcohol category, in a Kantar TNS survey of 10,637 people. It also received The Grocer’s ‘Top Launch of the Year’ in the Alcohol: Spirits category.
Gordon’s Pink removed plastic straws from all promotional materials at the end of 2017 and is now only using paper straws. More broadly, Diageo announced a commitment to phase out the use of all plastic straws and stirrers from all marketing globally and announced new plastics reduction and recycling targets.
(i) Based on £RSV in the first 14 weeks since launch in the off-trade only. Data provided from Nielsen Scantrack and dated back to 1 June 2007.