Name:  Alexander Gordon founded Gordon’s gin in 1769, in the Southwark area of London. From here Alexander went to lay the foundations of gin England would be known for.

Branding: Gordon’s is a recognisable brand, and one that has been there from the beginning of the Gin industry. As a result, this has made the brand remain classy, and in the reputable style the brand was built on. This is important as when Alexander Gordon began distilling gin, it was talked down amongst high social classes. Associating gin drinking with the poor – Mr Gordon changed that notion for the better.

Marketing: Gordon’s was the icon of gin. However other companies came along. Making gin look fresh, modern and appealing to the younger audiences (Hendricks). Gordon’s went through a £15 Million overhaul to meet with the times. Gordon’s also began putting out new flavours to compete against the home/craft distilled gins – such as Crisp Cucumber and Elderflower.

More information: http://www.ginfoundry.com/gin/gordons-gin/

Other sources: http://www.gordons-gin.co.uk/about/gordon's-history

Source: http://www.thespiritsbusiness.com/2015/02/gordons-gin-a-brand-history