Presented in the same iconic bottle as BLOOM Original but with a colour palette reflecting the floral flavours of the gin, the BLOOM Jasmine & Rose bottle neck tag will feature the new expression’s key serve – over ice in a balloon glass with a premium tonic, fresh mint and blackberries. For a limited period, BLOOM Jasmine & Rose will also be sold in select retailers with a pouch of edible rose buds to garnish, priced at £22.50
Available exclusively in Asda stores nationwide from 18th June, BLOOM Jasmine & Rose will be rolled out across other retailers (Tesco, Sainsbury’s, Waitrose and Morrisons) from July. The launch of BLOOM Jasmine & Rose will be accompanied by a high-profile marketing campaign across the UK that positions BLOOM Jasmine & Rose as a cut above other pink gins with the campaign strapline, Pink Differently. The marketing campaign will include digital and experiential activations, as well as UK wide on-trade activations throughout the summer.
The launch of BLOOM Jasmine & Rose comes as the pink gin phenomenon continues to gather momentum in key gin markets worldwide. The flavoured gin category has been growing at +350% (52 weeks to 25 March 2018) in the UK Off-Trade with pink gin driving nearly three quarters of total flavoured gin growth and accounting for over 60% of total flavoured gin sales. The gin category as a whole is also still performing strongly in the UK at +38% in the UK Off-Trade, with BLOOM leading the way growing at over two and half times that rate.
Elaine Maher, International Brand Director for BLOOM Gin at Quintessential Brands Group, comments, “The pink gin category has really taken off in the last year, but with BLOOM Jasmine & Rose, we wanted to give our customers something more – something different – to other pink gins in the market to really help to drive value into the category. ‘Pink Differently’ encapsulates this difference and also conveys the simple message that life is more enjoyable and fulfilling if you embrace a positive, can-do attitude, which is a great uplifting message to be sharing with our audience. We’re delighted with the interest BLOOM Jasmine & Rose is generating amongst our trade customers so we’re excited to see the reaction from consumers this summer as we activate across the UK.”
BLOOM Jasmine & Rose will also be rolled out to markets internationally from July.
For further information, images and interview requests, please contact Patrick McAleenan at Quintessential Brands
E-mail: [email protected]
T: +44 7979 965493
NOTES TO EDITORS
About BLOOM Gin
Master Distiller Joanne Moore created BLOOM London Dry Gin as a light and floral gin. With a unique and slightly sweet taste, BLOOM Gin is made from a blend of three botanicals: honeysuckle, chamomile and pomelo, carefully selected to create a subtle gin, inspired by the true beauty of nature. The citrus notes from pomelo bring a light freshness to the flavour, the edible nectar of the honeysuckle provides a rich smoothness, while chamomile brings a gentle floral calmness to the taste.
BLOOM Jasmine & Rose tasting notes
Appearance: An enticing gentle pink colour
Aroma: Distinctive aromas of jasmine flowers and rose petals, combining to create a beautifully floral and earthy fragrance.
Taste: Smooth, sophisticated with a touch of sweetness, complemented by floral notes that add a rich complexity elevating this above other pink gins.
ABOUT QUINTESSENTIAL BRANDS
The Quintessential Brands Group delivers a diverse portfolio of quality international spirits with unrivalled heritage and craftsmanship. Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and former investment banker, Warren Scott, The Quintessential Brands Group is made up of the Quintessential Brands Company; G&J Distillers, the world’s oldest gin distiller; Essential Drinks Company, the business-to-business supply division; Marblehead, the UK brand agency; L&L in France, a leading manufacturer of fruit spirits and liqueurs and Quintessential Brands Ireland, which includes First Ireland Spirits and the Dublin Whiskey Company.
Quintessential Brands portfolio includes Greenall’s The Original London Dry Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Oriental Spiced Gin, which are all produced by G&J Distillers. The Dubliner Irish Whiskey, The Dublin Liberties Oak Devil and Copper Alley Irish Whiskies, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. Alizé Passion Liqueurs, Toussaint Coffee Rum Liqueur and Baron Clovignac Cognac. www.quintessentialbrands.com