Edinburgh Gin extends rhubarb & ginger with full-strength gin
Edinburgh Gin has launched a full strength Rhubarb & Ginger Gin following the success of its Rhubarb & Ginger Gin Liqueur and a ready-to-drink variant, which blends the liqueur with ginger ale.
The launch also taps into continued growth in the £289 million flavoured gin and gin liqueurs category, and according to IRI data, 70% of the growth in spirit sales can be attributed to this sector.
The new 40% abv variant uses Edinburgh Gin’s Rhubarb & Ginger flavour profile, combining the natural flavours of rhubarb and ginger with the juniper-forward profile of a classic gin.
It comes in a 70cl bottle, priced at £28, and the variant has already secured initial listings with John Lewis (UK-wide) and Sainsbury’s Scottish stores.
Neil Mowat, UK marketing director at Ian Macleod Distillers, said: “Since launching our original Rhubarb & Ginger Gin Liqueur in 2014, Edinburgh Gin has been category defining within flavoured gins and gin liqueurs.
“Edinburgh Gin’s Rhubarb & Ginger Gin Liqueur remains the UK’s number one best-selling gin liqueur, and we are excited to now offer consumers our original rhubarb & ginger flavour profile as a full-strength gin, alongside the versatility of the much-loved gin liqueur and the convenience of our ready-to-drink can.”
Edinburgh Gin distillery was founded in 2010 in Edinburgh. The producer opened its second distillery at the Biscuit Factory in Leith in 2016.
The producer’s gin liqueur family includes Raspberry, Elderflower, Rhubarb & Ginger, Plum & Vanilla, Apple & Spice, and Pomegranate & Rose.
Ian Macleod Distillers acquired Edinburgh Gin in 2016.