A premiumisation trend within the booming gin category was putting mainstream players such as Gordon’s in danger of losing cultural relevance. Aiming to improve brand perceptions and reduce production costs, Gordon’s underwent a fully integrated graphic and structural redesign. Ensuring Gordon’s was fit for the future whilst remaining true to its roots were key priorities. Drawing on Gordon’s historic ad campaign ‘The heart of a good cocktail’ and celebrating the brand’s heritage, the new design’s focal point is a heart shape. Needing less fuel to transport and less energy to manufacture, the slimmer, 100% recycled glass-bottle is 33% lighter in weight, and has delivered a 6% reduction in cost of goods. The new design outperformed all expectations. Gross profit significantly rose, with an incremental increase of £6.5 million in year one and £6.9 million in year two. Gordon’s volume sales at 6% outpaced gin globally, which grew by 3%. Sales directly attributable to the redesign equate to an extra 27 million Gordon’s & Tonics every year.