Langley’s Gin is Being Launched by Ten Locks in the UK
Michael Hemsworth — April 8, 2021 — Marketing
References: ten-locks & conveniencestore
The Langley’s gin range has been launched by Ten Locks in the UK and comes as its first foray into the world of English gin for spirit enthusiasts to try out. The spirits come in the form of the Langley's London Dry, First Chapter and Old Tom Gin, which are all available to independent and convenience store retailers now. The products come packaged in 60% post-consumer recycled glass bottles, while also featuring 100% recycled paper for the labels and the outer cases.
Head of Commercial at Ten Locks Becky Davis explained the new Langley’s gin spirits further saying, "The boom we’ve seen in gin will prevail, as innovation keeps coming and consumers continue to buy into premium spirits which offer excitement. This has resulted in the heart of gin, its classic flavour profiles, getting somewhat lost. As consumers become even more discerning in their drinks, Langley’s epitomises how gin should be. Fuelled by its new look and Gin. As It Should Be campaign, the brand is incredibly well placed to cut through the competition in 2021.”
Head of Commercial at Ten Locks Becky Davis explained the new Langley’s gin spirits further saying, "The boom we’ve seen in gin will prevail, as innovation keeps coming and consumers continue to buy into premium spirits which offer excitement. This has resulted in the heart of gin, its classic flavour profiles, getting somewhat lost. As consumers become even more discerning in their drinks, Langley’s epitomises how gin should be. Fuelled by its new look and Gin. As It Should Be campaign, the brand is incredibly well placed to cut through the competition in 2021.”
Trend Themes
1. Premium Gin Market Growth - The continued boom in the gin market creates opportunities for premium gin brands like Langley's to differentiate themselves with classic flavor profiles and sustainable packaging.
2. Sustainable Packaging in Spirits Industry - As consumer demand for sustainable products grows, there is an opportunity for spirits companies to differentiate themselves and appeal to environmentally-conscious consumers by using recycled materials in their packaging.
3. Revival of Classic Gin Flavors - As consumers become more discerning in their drinks choices, classic gin flavor profiles, such as Langley's London Dry and Old Tom Gin, offer an opportunity for innovation and differentiation in the gin market.
Industry Implications
1. Gin Distilleries - Gin distilleries have the opportunity to innovate in their flavor profiles and packaging to differentiate themselves in the crowded premium gin market.
2. Retail - Independent and convenience store retailers can take advantage of the continued growth in the premium gin market by offering unique, sustainably-packaged brands like Langley's to their customers.
3. Recycling and Waste Management - The spirits industry's shift towards sustainable packaging creates opportunities for companies in the recycling and waste management industry to provide innovative solutions for the collection and repurposing of recycled materials.
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