Sloe gin aimed at year-round market

13 July, 2007

Malcolm Cowen is rolling out a

sloe

gin that is made with organic sloes.

Distilled at Thames Distillers in London, Cowen Sloe Gin is the second product to be launched under the Cowen label - the first being Kirsch de Cuisine .

Despite traditionally being drunk in winter, Cowen is hoping that its

sloe

gin can be re-positioned as a year-round drink which can be mixed with a variety of

ingredients in cocktails.

Sales director David John said: "Our aim is to build a brand which is all about authenticity and

revitalising lesser -known products. We see Cowen Sloe Gin as having great potential in what is a buoyant premium gin sector ."

Targeted at the retail and on-trade sectors, it will be available in 50cl bottles (rrp £9.99) and†5cl miniatures.




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