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Brief Published: 7 Nov 2019

Amazon Launches Own-Brand Premium Gin


Amazon UK has launched its own premium spirit brand Tovess, kicking off with a single-batch craft gin, available exclusively through the Amazon site. This is a great example of a brand stretching out its traditional remit to appeal to modern consumers. It's also going head to head with supermarkets, which are trying to push their own-brand alcohol formats.

The dry gin is produced in 18th century copper stills in Birmingham, England, and is infused with individually distilled lime and grapefruit peels for a fruity and fresh flavour profile with a smooth mouthfeel. 

The gin retails at £24.99 ($32.30) and will be available for next-day delivery for Amazon Prime members.

Gin continues to be hugely popular amongst British drinkers, with the market almost doubling to over £2bn ($2.6bn) between 2016 and 2018. For more on this growing sector, read Alcohol Trends 2018.

This launch is part of a wider trend of brand giants and large online retailers branching into multiple areas of consumers’ lives. In the future, could we be purchasing our grocery shopping from Google, or our holidays from Amazon? This idea was teased at this year’s Boutique Hotel Summit in London. Read here for more.

To explore how cross-category brands are bending and flexing into the food and beverage space, see Brand Stretch: Elastic Food & Drink Development.

Read Amazon’s High-Tech Beach Huts for more on how the online giant is testing new physical formats in the hospitality space.