New gin launches had chipped share away from Diageo’s market-leading brand, Gordon’s. Adopting a challenger mind set, Gordon’s re-launched with a new positioning, ‘Shall we?” emphasising sociability, and a new premium berry variant, Gordon’s Pink. Investment was split 60% behind the main brand and 40% the new product. TV, posters and digital were used, as well as smart targeting. Between 2017 and 2017, Gordon’s value sales more than doubled and Gordon’s Pink became the UK’s number two gin brand. The re-launch attracted drinkers new to the brand and to gin. It is estimated the re-launch generated £843m of incremental revenue in 2017-19.