FDBusiness.com

Diageo is introducing a new super-premium Italian gin, Villa Ascenti. The launch comes at a time when the super-premium and ultra-premium gin categories are the fastest growing segment within gin in Europe. Villa Ascenti will initially be available in 14 European countries.

A new €420,000 (£360,000) distillery has been built on the site of the brand home, Villa Ascenti, at Santa Vittoria in Piemonte and has seen the refurbishment of a Frilli copper pot still from the 1970s. Steeped in Italian provenance, Villa Ascenti celebrates the excellence of the region in local ingredients and expertise.

“We are incredibly excited to launch Villa Ascenti Gin, which will join our luxury spirits portfolio, Diageo Reserve, and enables us to really strengthen our gin portfolio which includes world class gins Gordon’s, Tanqueray, Tanqueray No. TEN and Jinzu,” explains Tanya Clarke, general manager of Diageo Reserve Europe