London – 13 August 2014
Greenall’s The Original London Dry Gin has launched a ‘Win a Mini’ on-pack promotion in the UK on its newly re-designed bottle. This is the first step in an integrated marketing campaign to help continue the growth of the brand which has seen a 63%* increase in sales since June 2013 and is the fastest growing brand in the Top 10 gin brands in the UK.
Greenall’s owner, Quintessential Brands, is putting considerable investment behind a new consumer marketing campaign for Greenall’s which is the UK’s No 2 standard gin brand and the No 3 gin brand in the total UK gin market. The ‘Win a Mini Cooper’ campaign, has been specifically designed to target younger gin drinkers, with the lead prize appealing to consumers aged 20 – 35. The neck tag promotion is on shelf in Sainsbury’s, Asda, Morrisons, Tesco, Waitrose and other multiple retailers this month.
Consumers can win a Mini Cooper by visiting the Greenall’s Facebook page www.facebook.com/greenallsgin and entering the last three digits on the barcode of a bottle of Greenall’s Gin. In addition, there are monthly giveaways of Kindles, Netflix subscriptions and bottles of Greenall’s Gin.
Sales of Greenall’s The Original London Dry Gin surpassed the 100k 9L case mark for the first time in the UK in November 2013, almost doubling volume over the past three years.
Greenall’s also has updated the bottle design to upweight the story behind the brand, enhancing its premium position as the ‘Original’ London Dry Gin, having been distilled to the original family recipe for over 250 years. The signature of founder Thomas Dakin, who first distilled Greenall’s Gin in 1761, is proudly displayed on the front of the bottle along with the Greenall’s family crest.
Quintessential Brands has ambitious plans to drive continued growth in both the UK and international markets. With a retail sales value of £20m and over 1.4m 70cl bottles sold in the UK, Greenall’s continues to shine in both the on and off-trade as one of the UK’s fastest growing gin brands.
Sinead O’Frighil, International Brand Manager for Greenall’s, says: “We are very excited to launch Greenall’s first major on-pack promotion on our new bottle design. This is part of a key strategy to deliver growth for the brand with an increased investment behind innovation and brand awareness, supported by an integrated marketing plan.”
RRP: £15.49 for 70cl. Also available in 5cl, 35cl & 1L sizes at supermarkets and off licences. Greenall’s Gin is also available in bars and restaurants throughout the UK and is distributed by Catalyst Brands in the on-trade and Essential Drinks in the off-trade.
Notes to Editors
Greenall’s Gin is owned by Quintessential Brands and distilled in Warrington, England by G& J Distillers (formerly G&J Greenall). G&J Distillers is owned by the Quintessential Brands Group.
Greenall’s Original London Dry Gin’s classic gin taste has won 28 internationally recognised industry awards for its quality, including most recently a Silver medal at the 2014 International Wine & Spirits competition. It has been distilled to the same recipe for over 250 years in England’s oldest gin distillery.
Greenall’s Original Gin is a traditional London Dry Gin with a proud British heritage in distilling and is marketed as “The Original London Dry Gin.”
Greenall’s Gin is a perfectly balanced gin with rounded juniper notes complemented by mature citrus and spicy aromas. Best served as a classic G&T with a wedge of lime or as a versatile cocktail ingredient.
- Volume MAT 21.06.14, Nielsen Off Trade
For further information, please contact: [email protected]
ABOUT QUINTESSENTIAL BRANDS
Quintessential Brands owns an award-winning portfolio of world-class spirit brands, which is powered by a strong entrepreneurial vision and passion for innovation, backed by centuries of handcrafted distilling expertise.
Quintessential Brands Group was established in 2011 with the acquisition of G&J Distillers, the UK’s foremost gin distillery, which evolved from Thomas Dakin’s original 1761 operation and now produces an unrivalled quality gin selection. In Ireland, Dublin Liberties Distillery is our home of modern Irish whiskeys and First Ireland Spirits in Abbeyleix crafts award-winning Irish creams. Our French hub, L&L France, creates fine French fruit liqueurs, cognacs, brandies and vodka.
For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
