Diageo has identified the spritz serve as an opportunity for its Gordon’s gin brand, prompting the UK release of Gordon’s Spritz Edition.
The extension consists of two variants, Strawberry & Passionfruit and Lime & Elderflower, which have debuted in the UK this week. At 14.7% ABV, the pair carry an SRP of GBP14 (US$18.80) each per 50cl bottle.
According to Diageo, Spritz Edition has been “especially crafted for mixing with prosecco”.
“We experimented with dozens of different flavour combinations and recipes before landing on our two … variants,” said Diageo GB’s head of innovation commercialisation, Emma Taylor. “Gordon’s Spritz Edition is about giving people an opportunity to elevate their ordinary catch-ups without any of the barriers traditionally associated with cocktail-making … .”
Three months ago, Diageo’s division in India acquired majority control of Goa-based distiller Näo Spirits, the owner of the Greater Than and Hapusā craft gin brands.
