Sloane’s Gin unveils British Museum-inspired redesign

Mar 19, 2018by Melita Kiely

Dutch gin brand Sloane’s has undergone a bottle redesign, which aims to emulate the glass roof of the British Museum’s Great Court.

The new design was unveiled on the first day of ProWein, which got under way in Düsseldorf yesterday (18 March) and will run until 20 March. Sloane’s Gin producer Toorank took inspiration from the story of traveller, collector and naturalist Hans Sloane and his association with the British Museum for the new bottle. The brand hopes to strengthen its bond with existing consumers and attract new ones with the new look. Sloane’s Gin is made with botanicals including juniper, iris root, coriander, angelica root, cardamom pods, liquorice root, whole vanilla beans, oranges and lemons. It is bottled at 40% abv. Chris van Dijk, Toorank marketing manager, said: “The gin market is still growing towards a more premium market space in which the award-winning Sloane’s Gin has a unique position. The liquid is complex and incredibly well structured with a strong citrus signature.” Earlier this month, the Wine and Spirit Trade Association (WSTA) reported annual gin sales in the UK reached £1.4 billion (US$1.9bn) in 2017.