Quintessential Brands’ has added a new expression to its Bloom London Dry Gin range with the launch of the pink Jasmine & Rose Gin.
Created by master distiller, Joanne Moore, Bloom Jasmine & Rose contains naturally extracted flower botanicals with no artificial flavourings. Bloom Jasmine & Rose has an ABV of 40%.
The new release is presented in the same bottle as Bloom Original, but with a colour palette reflecting the floral flavours of the gin.
Available from mid-June in the UK to the on-trade and the off-trade before being rolled out across other markets internationally, the launch of Jasmine & Rose will be accompanied by a marketing campaign across the UK 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. These will include Malmaison and Hotel du Vin ‘Pinked up’ rooftop bar and garden takeovers at select locations.
Elaine Maher, international brand director for Bloom Gin at Quintessential Brands Group, comments: “Like our audience, Bloom Gin doesn’t conform to outdated, simplistic ideas on femininity and that’s something we wanted to convey with this new expression. Bloom Jasmine & Rose may be pink, and it may have floral notes and a touch of sweetness, but when you try it, you see it’s more complex than that. ‘Pink Differently’ encapsulates this and also cleverly conveys the message that life is more enjoyable and fulfilling if you embrace a positive, can-do attitude and stop focusing on the negatives. We’ve seen tremendous interest from the trade so far so we are confident that Bloom Jasmine & Rose will be a big hit this summer and that Pink Differently will resonate with Bloom’s many fans around the world.”