Gordon's Gin
A long-established London dry gin brand, recognized for its juniper-led recipe, green bottle and broad international distribution.
Last updated October 14, 2026
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Overview
Gordon's Gin is a British gin brand first produced in London in 1769 by Alexander Gordon, a Londoner of Scottish descent. It developed from a London distillery into one of the world's most widely distributed gin brands and is owned by Diageo. The brand is particularly prominent in the United Kingdom, the United States and Greece, while its products are sold across numerous international markets. The core product is a London dry gin whose precise formula remains proprietary. Public descriptions identify juniper as the leading botanical, supported by coriander seed, angelica root, liquorice, orris root and citrus peels. The gin is triple-distilled according to the manufacturer's description. Its dry style reflects an early formulation that did not depend on added sugar, distinguishing it from some sweeter gin styles of the period. Gordon's has long been positioned as an accessible, dependable classic for gin and tonic, cocktails and mixed drinks rather than as a narrowly limited luxury spirit. Alexander Gordon established a distillery in Southwark in 1769 and moved production to Clerkenwell in 1786. The business became associated with the Royal Navy, which helped circulate the gin through maritime routes and international markets. In 1898, Gordon & Co. combined with Charles Tanqueray & Co. to form Tanqueray Gordon & Co.; production was subsequently consolidated at the Gordon's Goswell Road site. The family connection ended after Charles Gordon's death in 1899. The Distillers Company acquired the combined business in 1922, and the brand ultimately became part of Diageo's portfolio. Packaging and product development have been important to Gordon's identity. A distinctive square-sided green bottle was introduced for the British market in 1904, while export versions commonly used clear glass. The label and bottle cap feature a wild boar emblem associated with a Gordon family legend. The brand also developed sloe gin, Old Tom gin, flavored gins, premixed drinks and cocktail products over time. More recent extensions include cucumber, elderflower, pink, Sicilian lemon, peach, orange, tropical passionfruit and morello cherry variants, as well as alcohol-free products. Production moved from Britain to Laindon in Essex in 1984 and then to Fife in Scotland in 1998. Alcohol strength varies by market. The United Kingdom standard has been 37.5% ABV since 1992, while other markets sell versions at different strengths, including a 40% North American formulation and higher-strength export or travel-retail versions. Gordon's is marketed through both conventional spirits channels and ready-to-drink formats. Diageo describes it as the world's best-selling London dry gin, and reference material identifies it as Britain's leading gin brand since the late nineteenth century.
History
Alexander Gordon established Gordon's in London in 1769, creating a dry gin whose botanical profile was centered on juniper. The original Southwark distillery moved to Clerkenwell in 1786, where the business developed a successful London dry gin. Its distribution benefited from links with the Royal Navy, helping bottles reach ports and consumers outside Britain. The recipe is presented by the brand as a closely guarded formula that has remained materially consistent since the eighteenth century. The company expanded and reorganized during the late nineteenth and early twentieth centuries. Gordon & Co. merged with Charles Tanqueray & Co. in 1898 to create Tanqueray Gordon & Co., and production was concentrated at the Gordon's Goswell Road premises. Charles Gordon's death in 1899 ended the direct family association. In 1904, the company introduced the recognizable square-sided green bottle for the British market. Sloe gin followed in 1906, and evidence of Gordon's Old Tom production appears in recipe records from 1921. Tanqueray Gordon & Co. was acquired by The Distillers Company in 1922. Gordon's experimented with convenience and cocktail formats, including individually packaged ready-to-serve shaker cocktails from 1924. It received its first Royal Warrant from King George V in 1925. Orange and lemon gin variants were introduced in 1929 and 1931 respectively, demonstrating that product extensions are not a purely recent feature of the brand. The company opened a United States distillery in Linden, New Jersey, in 1934, and by 1962 Gordon's was described as the world's highest-selling gin. British production moved to Laindon in Basildon, Essex, in 1984 and later to Fife, Scotland, in 1998. The Fife site remains associated with current production. The brand became part of the corporate spirits portfolio that is now controlled by Diageo. Its market identity combines a long British history with standardized global manufacturing and market-specific bottling and alcohol strengths. Gordon's has maintained a broad core range while responding to changing drinking occasions. Historical products included Old Tom, sloe, orange and lemon gins, shaker cocktails, rum and bitters. In the modern period, the brand added cucumber and elderflower, then pink gin and further fruit-led expressions. It also entered the no-alcohol category with Gordon's 0.0% and later a 0% pink product. Packaging differs by market: green glass is strongly associated with the United Kingdom, while clear bottles are common in export markets. Alcohol strength likewise varies according to local regulation, taxation and commercial practice. The brand has a substantial cultural footprint. Gordon's is named in the Vesper cocktail recipe in Ian Fleming's 1953 novel Casino Royale, appears as a product reference in films and literature, and has been associated in published accounts with figures including Ernest Hemingway. Such appearances reinforce its image as a familiar classic gin, although they are cultural references rather than formal brand endorsements.
- 1998
Production moves to Fife
[1]Production is relocated to Fife, Scotland.
- 1984
British production moves to Essex
[1]Production is transferred to Laindon in Basildon, Essex.
- 1962
Gordon's described as the world's top-selling gin
[1]Reference material identifies the brand as the highest-selling gin globally at this point.
- 1934
United States distillery opens
[1]Gordon's opens a production facility in Linden, New Jersey.
- 1925
First Royal Warrant
[1]Gordon's receives its first Royal Warrant from King George V.
- 1922
Acquisition by The Distillers Company
[1]Tanqueray Gordon & Co. is acquired by The Distillers Company.
- 1904
Green square bottle introduced
[1]The distinctive bottle associated with the British market is launched.
- 1898
Merger creates Tanqueray Gordon & Co.
[1]Gordon & Co. combines with Charles Tanqueray & Co.
- 1786
Production moves to Clerkenwell
[1]The distillery relocates within London as the business develops.
- 1769
Gordon's is established in London
[1]Alexander Gordon begins producing gin at a distillery in Southwark.
Products and positioning
An accessible, mass-market premium London dry gin built around heritage, consistency, recognizable packaging and cocktail versatility.
London dry gin · 1769
Gordon's London Dry Gin
The core Gordon's expression is a juniper-led London dry gin made from a proprietary blend of botanicals. Publicly identified ingredients include coriander seed, angelica root, liquorice, orris root and orange and lemon peel. The brand describes the gin as triple-distilled. Alcohol strength and packaging vary by market, with a green bottle strongly associated with the United Kingdom and clear bottles commonly used for exports.
Flavored gin · 2017
Gordon's Pink Gin
Introduced in 2017, Gordon's Pink is a pink-colored variation flavored with red berries. It extends the traditional brand into a fruit-forward style designed for mixed serves and contemporary gin occasions.
Alcohol-free spirit · 2020
Gordon's 0.0%
Launched in 2020, Gordon's 0.0% is an alcohol-free product developed around the botanical profile associated with the brand's London dry gin. A 0% pink variant followed in 2022.
Flavored gin · 2013
Gordon's Flavored Gin Range
The wider flavored portfolio has included cucumber, elderflower, Sicilian lemon, peach, orange, tropical passionfruit and morello cherry expressions. Availability differs by market and product lifecycle.
Fruit gin liqueur · 1906
Gordon's Sloe Gin
Gordon's sloe gin dates from the early twentieth century and represents one of the brand's long-running extensions beyond its standard London dry gin.
Premixed cocktails · 1924
Gordon's Ready-to-Serve Cocktails
The brand began producing bottled shaker-style cocktail products in 1924. Historical variants included martini-related drinks and other premixed cocktails, illustrating an early move toward convenience formats.
Brand decisions
2020
Entry into alcohol-free spiritsProduct launchBackground
Growing interest in alcohol-free alternatives created an opportunity to extend the Gordon's botanical identity beyond alcoholic gin.
Action taken
The brand launched Gordon's 0.0%, followed later by a 0% pink expression.
Aftermath
Gordon's gained a non-alcoholic offer alongside its conventional and flavored gin lines.
1992
United Kingdom alcohol strength reducedStrategyBackground
The British expression had previously been bottled at 40% ABV. Reference material links the reduction to 37.5% with alignment to other white spirits and excise-duty considerations.
Action taken
Gordon's reduced the standard United Kingdom bottling to 37.5% ABV.
Aftermath
The lower-strength UK formulation became distinct from some competing UK gins that continued to be sold at 40% ABV.
Recent events
- 2022
Gordon's adds orange, tropical passionfruit and morello cherry variants[1]
Product launch
The flavored range was expanded with orange, tropical passionfruit and morello cherry offerings.
- 2022
Gordon's introduces a 0% Pink expression[1]
Product launch
A no-alcohol pink variant broadened the brand's alcohol-free range.
- 2020
Gordon's introduces Sicilian lemon and peach flavors[1]
Product launch
Two flavored-gin extensions, Sicilian lemon and peach, were added to the portfolio.
- 2020
Gordon's launches alcohol-free gin[1]
Product launch
The brand introduced an alcohol-free product using the same botanical direction as its London dry gin.
- 2017
Gordon's Pink launches[1]
Product launch
Gordon's released a pink-colored gin flavored with red berries, extending the brand into a more fruit-led segment.
- 2014
Gordon's adds Elderflower to its flavored-gin range[1]
Product launch
An elderflower expression was introduced as a flavored variation of the core Gordon's recipe.
- 2013
Gordon's introduces Crisp Cucumber flavored gin[1]
Product launch
The brand expanded its flavored-gin range with a cucumber-infused expression based on its original gin.
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