Gordon’s gin has revamped its packaging for the first time in more than 70 years, designed to reflect the “quality and heritage” of the brand.

Set to roll out to the on-trade from September, the new taller, narrower bottle is designed to provide a “more contemporary, premium and distinctive” back bar presence.

Though the liquid and branding remain the same, the new bottle features a more prominent image of the gin’s icon – the Boar’s Head – as well as a new foot label featuring the signature of founder Alexander Gordon.

In addition, botanicals have been introduced to the label design to represent “freshness and provenance”.