Developing new gin liqueurs to supply Tesco, Sainsburys and John Lewis

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October 18, 2022

gin liqueurs

The Brief

An award-winning Scottish Gin Distillery, renowned for creating innovative Gins and Gin Liqueurs, required subtle yet complex flavours for two unique drinks.   The business was looking to develop their retail offering to grow their business in Tesco, Sainsbury’s and John Lewis. Their request was to use the best native ingredients to create an amazing combination of signature flavours to add to their already strong brand portfolio.


The client brief was for us to research the local flavours and tastes that would allow us to develop a range of flavours that would be unique, differentiated and appealing in those markets.  These new flavours were a crucial part of the client’s strategy to enter this new market.

Our Approach

Using our inhouse trends and research resource we were able to look at the cultural driving forces and emerging macro trends that helped us to narrow down the potential flavours.


Our NPD process provided a unique experience for the brand, our flavour experts worked in conjunction with our inhouse market research function to ensure we developed the flavours that were in line with the brief.  Using flavours such as Seville orange essence, lemon notes, rhubarb, ginger ale and Madagascan vanilla we were able to develop a number of options.


Through an iterative process we perfected each flavour until they were ready to be blind taste tested by the client in our NPD laboratory.  Further iterations were produced before a final range of flavours were accepted as fulfilling the brief.

The Outcome

These alcoholic gin liqueurs are now stocked nationally in Tesco, Sainsbury’s and John Lewis which has allowed the distillery to grow their business with these new customers and embed a brand into the high-street.  This is a customer we have subsequently worked with on a number of products over the last few years.


“Having worked with the team at Simpsons and benefited from their insights around drinks trends I can see why their business is so successful.  I don’t see anyone else in the “flavour” business that is as innovative and forward thinking as them” – Head Distiller

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