UD tests youth market with Gordon’s herb drink

United Distillers has begun trials of a new gin-based drink which it hopes will increase the Gordon’s brand appeal to a younger market.

Ginzing is a mix of Gordon’s Special Dry Gin, herb extracts and citrus flavourings. Sold in 275ml bottles, it is only available in four Nottingham bars.

UD will test Ginzing for a further six weeks before deciding on a nationwide launch.

Chris Sykes, UD marketing controller for new brand development, says Ginzing is one of several new drinks under development from the group. It plans to test more mixed drinks later this year.

Sykes adds that initial feedback suggests Ginzing is mainly bought by younger consumers. He says UD has not yet decided whether to sell Ginzing in stores as well as pubs.

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