Paragon Brands is launching a new Mango & Passionfruit gin under its popular June by G’Vine gin brand. Available to the retail sector now, the new flavour is rolling out in time for the bumper summer season and set to bring excitement to drinks aisles with a premium, versatile, on-trend flavoured gin.The fourth flavour in the June range, the new variant taps into the trend for tropical flavour combinations and while it can be enjoyed with mixers such as soda, tonic, or lemonade, in a gin sour, in frozen cocktails and boozy slushies, it’s also aimed at the burgeoning spritz occasion.
Crafted with premium, neutral grape-based French G’Vine gin, tropical botanicals and distilled in a copper pot still for a natural fruit infusion, it is also vegan-friendly and gluten-free, made with all natural fruit flavours and colours. The distillate is blended with a natural infusion of mango and passionfruit creating a refined, smooth gin.
It is ideal for stores to add to summer drinks fixtures, it fits into informal, easy-going drinking occasions where shoppers may be looking for a lighter drink and a refreshing, fruity option. The new variant is set to drive interest and trial over the warmer season, elevating summer drinking occasions such as group gatherings, after work drinks, sporting tournaments, around music festivals, and during unexpected spells of warm weather.
The launch is supported by an integrated marketing campaign, including a high-profile launch party and menu takeover at Mama Shelter London in Shoreditch, trade and consumer PR, social media campaign, and influencer outreach. Activity aims to drive visibility for the new flavour, build awareness of June, and showcase the full range of authentic, premium quality gins to the brand’s flavour-curious target audience.
Chris Jones, managing director at Paragon Brands, says: “We know mango and passionfruit as a flavour pairing is trending, especially among younger demographics. Ours is a stand-out gin with striking branding and an elegant bottle, and while younger consumers are drinking less, they are drinking better – opting for natural flavours and sophisticated, stylish drinks.
“This latest launch comes following in-depth research, trial and testing to ensure a balanced flavour combination and a versatile gin that can be enjoyed with a variety of mixers to suit multiple flavour preferences.
“Tropical flavours are driving growth in the market; the market leading Craft Gin Club have highlighted that consumers are turning to “liquid travel”, seeking exotic, tropical flavour profiles that evoke holidays and sunshine. Our new Mango and Passionfruit variant gives stores the opportunity to expand their offering to appeal to drinkers looking for new and innovative flavour combinations. We see the gin as a contemporary component for spritzes, served with prosecco, soda and a fresh passion fruit garnish, as drinkers move away from bitter flavour notes towards fruiter, tropical beverages.
“Our core demographic is women in the 24 to 44 age group, urban professionals and stylish socialites who seek out new flavours to sample and who are key participants in garden parties, group gatherings and leisurely daytime drinking moments.
“Our three other flavours have attracted a strong fanbase and we expect our fourth addition to the range to maintain this momentum and bring a fruity kick to summertime sips.”
June Mango & Passionfruit joins June’s popular line-up of flavoured gins including Royal Pear and Cardamom, Wild Peach and Summer Fruits, and Watermelon, all produced at the Maison Villevert spirits house in Cognac, France.
June Mango & Passionfruit Gin (37.5% ABV) 70cl is available to multiple retailers, the convenience and independent channel, specialist drinks stores, and wholesalers now. RRP £29.99. Please ask your wholesaler for more information.
