8th April, 2021 by Owen Bellwood
Ian Macleod Distillers-owned Edinburgh Gin has created a limited edition label for its London Dry expression featuring a QR code to ‘immerse’ drinkers in the brand.
The limited edition Edinburgh Gin Classic London Dry gin bottling features a QR code, which once scanned with a smartphone will direct drinkers to ‘an immersive, animated exploration of the botanicals’ found in the expression.
The code will take drinkers to a dedicated microsite, which features a guided tasting with head distiller, David Wilkinson, as well as a range of gin cocktail recipes.
Neil Boyd, UK managing director of Ian Macleod Distillers, said: “Launched in 2010, Edinburgh Gin Classic is the juniper-forward London Dry at the heart of our entire range.
“With an original balance of 14 botanicals, we wanted to celebrate these natural flavours with a vibrant and immersive label which allows consumers to jump right into Edinburgh Gin’s world of wonder.”
Edinburgh Gin Classic will be the first bottle in the range to receive the new-look label, which will roll out across all UK channels and customers, as well as many international markets, from April.
In global travel retail, Edinburgh Gin Classic will relaunch later this year with a special edition label adorning the one-litre variant.
Edinburgh Gin will also add the QR codes to its Rhubarb and Ginger, Raspberry, and Gooseberry and Elderflower flavoured gins from June this year.