Edinburgh Gin maintains its position at the forefront of flavour in the gin category with the launch of a full-strength (40% ABV) Rhubarb & Ginger Gin.
This expansion into full-strength flavoured gin is a natural progression for the distiller, who was the first to bring rhubarb & ginger to the category in 2014.
Sales of gin liqueurs and full-strength flavoured gins have grown exponentially; now valued at £362m*. Within premium flavoured gins, rhubarb is by far the dominant profile; accounting for 54% of sales. The new 40% ABV sees natural rhubarb and ginger flavours added post-distillation to Edinburgh Gin Classic, placing the distiller’s signature Rhubarb & Ginger profile within a juniper-forward gin.
The new full-strength gin pairs well with yuzu and Mediterranean tonic varieties; perfect for creating a refreshing twist on a classic serve and bringing depth of flavour to G&T menus.
Edinburgh Gin’s versatile 20% ABV Rhubarb & Ginger Gin Liqueur – the on-trade’s no.1 premium flavoured gin product* – remains the go-to for bartenders looking to create naturally flavoursome cocktails, or customers looking for a sweeter or moderate gin serve, while the Rhubarb & Ginger Gin Liqueur with Ginger Ale 5% ABV is a perfectly pre-mixed serve in the convenience of a 250ml can.
With gin lovers increasingly keen to explore and experiment within the category and with flavour, an inventory of both gin liqueurs and full-strength flavoured gins is a must for any well-stocked back bar.
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.
“Our original Rhubarb & Ginger Gin Liqueur remains the on-trade’s no.1 premium flavoured gin product*, and we’re excited to now offer bartenders and consumers alike our original rhubarb & ginger flavour profile as a full-strength classic gin.”
To celebrate the launch of the full-strength Rhubarb & Ginger Gin and encourage exploration of this and the gin liqueur, Edinburgh Gin will be rolling-out a ‘fortune-telling gin ball’ activation into bars.
Modelled on the popular magic-8 ball, the fortune-telling gin ball will predict eighteen perfect serves; from ‘Head for the Med’ – Rhubarb & Ginger Full-Strength Gin with Mediterranean tonic – to ‘The Outlook is Bubbly’ – Rhubarb & Ginger Gin Liqueur with fizz.
Edinburgh Gin Rhubarb & Ginger Gin (70cl) will launch into bars and restaurants UK-wide.
The full-strength Rhubarb & Ginger Gin joins the Rhubarb & Ginger Gin Liqueur (20% ABV) and the ready-to-drink Rhubarb & Ginger Gin Liqueur with Ginger Ale (5% ABV).