Ambitious plans to turn Plymouth Gin into a global one-million case brand begin this summer with the roll-out of new-look packaging and the first-ever consumer advertising campaign in the UK.

Plymouth Gin

Worldwide sales last year reached 130,000 cases, with 70,000 cases being sold through the UK, and the target for Plymouth Gin, now part of Scandinavian drinks giant V&S and distributed in the UK by Maxxium UK, is very much a long-term one. In the medium term, V&S sees 500,000 cases being achievable with growth generated in the US, UK and other export markets.

Sophie Rietz-Elvefors, of V&S, said the intention was to make Plymouth Gin the leading premium gin brand. ?We are quite a small brand today, but we believe we can grow,? she said.

The brand is currently growing at 4% year-on-year in the UK, ahead of the total market performance, but V&S and Maxxium are looking for growth in the region of 15% per year over the next few years.