Premium drinks company Ten Locks has added gin brand Langley’s to its portfolio, marking its entry into English gin.
Langley’s joins Ten Locks with a complete repositioning in 2021, intended to elevate the brand’s quality credentials. Every bottle of Langley’s will carry a new label aimed at cutting through the noise on-shelf and signposting the consumer towards Langley’s three flagship classic expressions: London Dry, Old Tom and First Chapter.
The brand will also launch an integrated campaign titled ‘Gin. As It Should Be’ to assert its proud position as a gin that embodies outstanding quality with one eye on sustainability.
“In recent years, gin drinkers have enjoyed experimenting with an array of brands but we’re reaching a stage where customers are overwhelmed with the choice on offer and are yearning for a return to the fundamentals which led the category’s resurrection in the first instance - classic, well-balanced, high quality gin. Our campaign will amplify this message by offering consumers Gin. As It Should Be,” commented Matt Ashton-Melia, co-owner of Langley’s.
Langley’s is also putting sustainability at the forefront, and will donate one per cent of all sales revenue to 1% for the Planet, a charity which brings together a network of like-minded individuals, businesses, donors and non-profit organisations working together to protect the future of our planet.
The brand has also teamed up with Panthera, donating $0.50 for every bottle of Langley’s Old Tom sold to support the conservation of the planet’s 40 wild cat species and their ecosystems. Further boosting the firm’s eco credentials, Langley’s has moved to a 60 per cent post-consumer recycled glass bottle, and 100 per cent recycled paper for both labels and outer cases.
“We’ve enjoyed great success outside of the UK in recent years and have a lot to offer the independent retail trade in 2021, not least by showcasing how true, classic gins should taste, and communicating this via our new look,” Ashton-Melia said.
“We’re immensely excited to be joining forces with Becky and the team at Ten Locks to grow our footprint here in the UK and nurture our place at the heart of the category.”
Becky Davies, head of commercial at Ten Locks, added: “Having worked alongside Langley’s for many years, I have always admired its dedication to honing classic gins that sit at the heart of the category and showcase the very best of what it offers.
“As consumers become even more discerning in their drinks, Langley’s epitomises how gin should be. Fuelled by its new look and Gin. As It Should Be campaign, the brand is incredibly well placed to cut through the competition in 2021.”
Langley’s London Dry, Old Tom and First Chapter gins are available to independent and convenience retailers now. RRPs between £20 and £30.
