Charter Brands is launching Langley’s Old Tom gin, reviving a classic style that offers the growing army of gin enthusiasts a different flavour profile in cocktails and mixed drinks.
Langley’s Old Tom is Charter Brands’ first new product since the launch three years ago of the acclaimed and multiple award-winning Langley’s No.8 gin. Old Tom is a style originally popular in the 18th and 19th centuries. Old Tom offers a more intense yet slightly sweeter taste than a classic London Dry Gin, however, it’s not as sweet as a Dutch Jenever.
Mark Dawkins, co-founder of Charter Brands, said: “We’ve always planned to develop other styles of gin under the Langley’s brand, and our Old Tom has been 12 months in development. The style is a forgotten classic in many ways, but with interest in gin among UK consumers at an all-time high and still growing, the time is right to bring it back with a real focus and strategy behind it.”
He adds: “There are a lot of gin brands using the ‘craft’ terminology, but we feel it’s becoming over-used. The Langley’s brand is all about classic, timeless and quintessentially English gin products. Old Tom is exactly that – we’ve taken a classic recipe and redeveloped it for the modern era.
“The sweeter flavour profile will appeal to bar professionals looking for a different take on classic gin drinks such as a Collins, as well as giving consumers an alternative to the London Dry style. We’ve had pre-orders already for export markets, as well as interest from some key UK on and off-trade retailers.”
The signature serve for the brand is the Langley’s Old Tom St. Clements; a classic gin & tonic garnished with a half slice of lemon and a half slice of orange.
While the labelling reflects the heritage of its style, Langley’s Old Tom comes in the brand’s distinctive bottle, to create consistency. Old Tom is available at 40% ABV for the UK market as well as in a 47% Export Strength, with an RSP of £25 for the 40%. Like Langley’s No. 8, Langley’s Old Tom is distributed in the UK by Hi-Spirits, and will be available from October.