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Charteredbrands relaunches White Satin gin

LONDON - White Satin gin is returning to its original 18th century formulation as part of new owner Charteredbrands' strategy to double its retail sales over the next two years.

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Charterbrands, a brand management company, bought the UK rights to produce and distribute White Satin from US-based Heaven Hill Distilleries in February.

It is now planning to relaunch White Satin using the original 40% recipe developed by its creator Sir Robert Burnett more than 200 years ago. The new formulation will also feature all-natural botanicals.

The signature green bottle will remain unchanged but a new black label has been introduced.

Until recently, White Satin was the second-best selling gin in the UK and a recent TNS Omnibus identified White Satin as the third most recognisable gin brand.

Glen Gribbon, managing director at Charteredbrands, said: "We see real potential in the White Satin brand. Given that research proves it remains well-known to consumers, and with the resurgence of classic brands in general, we are confident we can increase sales significantly and restore it to its position as one of the leading gins sold in the UK."

Distribution will initially focus on the off-trade before being widened to a limited number of on-trade wholesalers.

Charteredbrands' portfolio also includes Pama liqueur, Pomegreat juice and Suio mineral water.

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