Masons of Yorkshire unveils redesign and range addition

Gin brand Masons of Yorkshire has unveiled a new look, alongside the launch of a new variant.

The brand refresh makes the important reposition as ‘Masons of Yorkshire’, reflecting both its regional heritage and evolution into one of the UK’s favourite gin brands.

The redesign features a bespoke arched bottle, a new logo and bold flavour colour cues to create stronger stand out on shelf.

“We’re taking things up a gear with a bold new look and line up that we are confident will delight both new and existing Masons fans alike, as we embark on becoming one of the UK’s most definitive gin brands,” said Karl Mason, who co-founded Masons with wife Cathy on World Gin Day 2013.

The new addition to the range, Orange & Lime Leaf gin, combines citrus flavours with the punchy and fragrant notes of kaffir lime leaf for a smooth finish.

“Christmas is a key sales period for premium gin among quality seekers, whether purchasing for themselves, looking for gifts with a twist, or seeking out new experiences in the on-trade. So we are confident that our new image – along with the addition of new Orange & Lime Leaf gin – will help us to take things up a gear,” Karl said.

Orange & Lime Leaf gin joins the best-selling Masons Original and other popular favourites Tea Edition, Pear & Pink Peppercorn and English Lavender in the range.

Masons will also be introducing a new range of gifting products for Christmas. The brand added that a new pipeline of innovation is already underway following a £1 million investment in a new distillery and state-of-the-art gin lab.

The rebrand will be supported the company’s “biggest ever marketing spend”, including PR, social and a national and regional consumer print campaign across leading food and drink magazines and newspapers.

“We’ve achieved so much in seven years, with major listings in wholesale, retail and on-trade both regionally and across the UK, but there’s still so much more to come. This is just the start of the next chapter of our story,” Karl said.