Sneak peek at a new Brit gin

The newest spirit to be loosed upon the bar and club scene in the UK will come out in November.

It's Brockmans Gin, which is intended to be drunk neat with ice. No frou-frou cocktails for this one.

Insiders say the design consultant firm Us was involved in its development, from concept creation and naming to branding, packaging and communications. It worked with brand development agency Ten 100 to develop the brand positioning and strategy for the product.

Its primary target demographic: young bar or club drinkers. Check out its sleek Web site to get an idea of how it's being portrayed.

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