A vodka that thinks it’s a gin
The latest innovation insight from Gama Compass™
MANCHESTER – 18th June 2015: As gin continues to drive growth in the craft spirits segment, Gama looks at how botanical ingredients and gin branding are beginning to pervade a broad swathe of alcoholic drinks categories with the launch of a new gin-inspired craft vodka – NB London Dry Citrus Vodka.
Promoted as the world’s first “London Dry” product in the vodka category, NB London Dry Citrus Vodka is the newest creation from Scotland-based gin producer NB Gin and claims to brings citrus notes to vodka through the use of botanicals in the distillation process, rather than, more conventionally in the vodka category, added flavourings. The method of creating the vodka is said to be the same as for the company’s eponymous gin, first launched in 2013, and involves distilling the spirit with lemon, coriander seed and cassia bark before diluting it to 40% abv.
The launch of NB London Dry Citrus Vodka is evidence that gin, through its reinvention as a fashionable, sophisticated drink, particularly resonating with a younger demographic, could have a more significant role to play in FMCG innovation. Whether leveraging local appeal (in the case of NB, a reference to using “only British pure grain spirit”), drawing on connotations of craft and authenticity, emphasising naturally-sourced ingredients and flavours, or playing on retro ‘British’ qualities, the ‘gin’ and ‘botanical’ concepts offer up new opportunities for companies to experiment and innovate, both in terms of branding and formulation, not only in the alcoholic drinks sector but also across the wider FMCG space.
Additional source: Drinks Business
Image source: Lockett Bros
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