Spirits producer Diageo has revealed its first line extension for Villa Ascenti gin and appointed Christie Knight as brand ambassador for Great Britain.
In May last year, Diageo opened a new €420,000 (US$469,000) distillery in Italy and added a super-premium gin to its portfolio – Villa Ascenti.
The super-premium gin brand has now expanded its range to include Villa Ascenti Rosa. The expression is distilled with peaches, apricots, elderflower, hazelnut, achillea, Brachetto grapes and Tuscan juniper berries.
The gin is made at the Villa Ascenti distillery in Santa Vittoria, Italy, where production is overseen by master distiller Lorenzo Rosso, a trained winemaker and distiller who has more than 20 years of experience with Diageo.
“We distil our gin using only the finest Italian ingredients to create a liquid of the highest quality and flavour,” said Rosso.
“The flavour is also enhanced through copper distillation; the ripe peach and Brachetto grape distillate is perfectly balanced with Tuscan juniper berries to offer a unique, subtly sweet, smooth and velvety finish. It is the ultimate gin to be shared and savoured with family and close friends who enjoy good food and good drinks.”
Bottled at 41% ABV, Villa Ascenti Rose is priced at RRP £35 (US$45.30) per 700ml.
In addition, Diageo has added Christie Knight to the Diageo Reserve team of brand ambassadors. Knight has worked across the world in hospitality venues, including a specialist gin bar in Edinburgh.
As Villa Ascenti’s brand ambassador for Great Britain, Knight will work closely with high-end and premium Italian food-led accounts to highlight Villa Ascenti serves and share the brand’s story.
Knight said: “I have always been a big fan of gin; I love its versatility and the innovation in the category that has continued to evolve.
“It’s a privilege to be at the forefront of a brand that is so unique in taste. I am really excited to share the brand’s story which is rooted in Italian provenance and conviviality.”
According to IWSR data cited by Diageo, the super-premium gin category is predicted to increase, boosted by innovation.
Knight added: “Within the UK, there is a huge opportunity for the sector to further innovate and develop great tasting variants.
“Villa Ascenti Rosa is a prime example of this – it is a beautiful Italian gin, capturing the essences of its homeland distilled with ripe peaches grown in the hills of Piemonte, Italy.”