Six months’ thorough research into gin drinker preferences has culminated in a fresh look in a stylish new clear glass bottle for Gordon’s Sloe Gin.

Mirroring the main Gordon’s Gin brand’s packaging, the latest Sloe Gin container is a sleek design from Rockware Glass which shows off the spirit’s rich ruby colouring. Minimalist labels add to the contemporary feel.

Gordon’s says its questioning of gin drinkers of all ages showed a clear opportunity for retailers to enjoy incremental sales via its Sloe Gin as well as to reinvigorate the overall gin category.

Gordon’s senior brand manager Mark Sandys adds: “Gordon’s Sloe Gin has had a niche but loyal following since it was created in 1908 but consumer feedback has made it clear that now is the time to take this old classic to a wider audience.”