EDINBURGH GIN LAUNCHES EXCLUSIVE FLAVOUR FOR DUTY-FREE RETAILER DUFRY IN MORE THAN 20 UK AIRPORTS
Signalling that the airport/travel retail channel is on the rise once again after Covid, the super-premium Edinburgh Gin, has introduced a new flavour – Strawberry & Pink Peppercorn – exclusively for Dufry stores.
Dufry – currently seeking a merger with Italy’s food and beverage retailer Autogrill – is the world’s biggest airport retailer. The new flavour will go into all of the retailer’s stores under the World Duty Free fascia in the UK (numbering almost 30 including train stations and seaports), as well as Dufry’s stores in other main airports in Europe.
According to the brand owner, Ian Macleod Distillers, Edinburgh Gin’s 40% ABV Strawberry & Pink Peppercorn variant will be sold in a 1-litre size for £29.99. The blend uses traditional gin botanicals mixed with bright notes of strawberry and balanced with sweet and spicy pink peppercorns which, together, are said to offer a berry twist to the classic gin and tonic.
Ian Macleod Distillers’ global travel retail director, William Ovens, commented: “Dufry is the only customer in the world with whom we have developed an ongoing programme of exclusive flavours, which illustrates the importance of our strategic partnership.”
The new line for Dufry joins existing Edinburgh Gin full-strength flavours: Rhubarb & Ginger; Watermelon & Lime (another exclusive for Dufry); and Classic, along with the three popular Edinburgh Gin liqueurs: Rhubarb & Ginger; Raspberry; and Elderflower.
Flavoured gins: a big off-trade driver
Flavoured gins continue to have impact in the category and currently represents 40% of sales in the UK off-trade (such as food retailers, supermarkets and airport retailers).
The launch of Edinburgh Gin Raspberry liqueur in 2010 is claimed to have led the boom in the flavoured gin category, followed in 2014 by the brand’s popular Rhubarb & Ginger liqueur. Next year, an Edinburgh Gin distillery and visitor centre will be opened in the heart of the Scottish capital.
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