16.10.07

Re-launched Plymouth Navy Strength completes the portfolio

The new look of Plymouth Navy Strength brings this noble product in line with the other members of the Plymouth Gin range. Re-launching Plymouth Navy Strength Gin … a high strength gin to complete the Plymouth portfolio for 2007 and to follow the successful re-launches of Plymouth Gin and Plymouth Sloe Gin in 2006.

Navy Strength has its own character whilst building on the brand identity and core visual equities of the Plymouth Gin range – the silver and gunmetal label denoting a premium quality and the red script emphasising the strength in a considered manner. The result: an eye catching and interesting range on shelf.

Plymouth Navy Strength, at 57% ABV – or 100° English proof – is the traditional strength demanded by the British Royal Navy. This was the proof that would not prevent gunpowder from igniting, should it be compromised by spilled spirit. It is the gin the distillery has supplied to the Royal Navy since the early 1800s and is the gin traditionally presented to each and every Royal Navy ship on commissioning. For decades, the navy had been carrying lemons and limes to help prevent scurvy—but lemons and limes are not easy to digest on their own and they spoil easily on long voyages.

In a brilliant moment, Sir Thomas D. Gimlette, a ship’s surgeon in the Royal Navy, squeezed some lime juice into Plymouth Navy Strength - and the Gimlet was born.

For the regular gin drinker, who has little or no concern about gunpowder, Plymouth Navy Strength is a revelation. The 57% ABV amplifies the aroma and fragrance of the botanicals, yet retains the smooth and balanced character Plymouth Gin is renowned for. As with Plymouth Original, this is a handcrafted, batch distilled gin made to an 18^th century recipe. Whilst stronger and more commanding than the 41.2% ABV Original Plymouth Gin, Navy Strength uses the same Victorian still, soft Dartmoor water and combination of seven hand selected botanicals.

For some it is the ultimate gin, whose rich but very balanced taste takes a Martini or a Gin and Tonic to a new level, appropriate to the demands of today’s more adventurous spirits drinkers and mixologists.

For images, please visit: www.plymouthgin.com/press

For further information, please contact:

Niclas Appelquist, Brand Manager

Phone : + 46 8 744 70 84

Mobile. + 46 70 190 05 44