Tuesday 13th January 2015
Greenall’s The Original London Dry Gin and the UK’s fastest growing standard gin, today announces a major sponsorship as Official Partner of The Jockey Club. The Jockey Club stages many of the leading horseracing events in Britain, including The Cheltenham Festival, The Investec Derby at Epsom and The Crabbie’s Grand National. The sponsorship covers a three year period from January 2015 and includes exclusive Official Gin pouring and activation rights across 15 of the UK’s most famous racecourses, as well as a fully integrated marketing campaign, for Greenall’s Gin, the UK’s No. 2 standard gin.
As the Official Gin of The Jockey Club, Greenall’s Gin will have the potential to reach around 2 million customers per year at the 340 racing events which The Jockey Club organises, plus exposure to an audience of more than 20 million terrestrial television viewers in the UK alone. Quintessential Brands, owners of Greenall’s Gin, will be committing circa £3m over three years in activating the partnership.
Warren Scott, CEO of the Quintessential Brands Group, comments: “We are incredibly proud that Greenall’s Gin, Britain’s oldest London Dry Gin, is supporting the Great British institution that is horseracing and The Jockey Club. We both have a history dating back to the mid 1700’s and share a common vision to be the best in the world in our respective fields.”
Simon Bazalgette, Group Chief Executive of The Jockey Club, said: “I believe this will prove a fantastic partnership built on shared values around excellence and heritage, and a simple desire for our customers to enjoy themselves. As a sport, British racing welcomes around 6 million spectators a year to our venues and more than 40 percent of UK television viewers watched racing on Channel 4 last year. We are a sport with scale and a desire to work with like-minded partners like Quintessential Brands and its Greenall’s Gin to achieve mutual success and growth. In this regard we look forward to unveiling further Official Partners to join Greenall’s Gin in other important rights categories in due course.”
Lizzy Johnson, International Marketing Director, Quintessential Brands, adds: “We are delighted to be working with the team at The Jockey Club to introduce Greenall’s Gin to an even wider audience. The race going experience provides us with the perfect environment for consumers to enjoy Greenall’s Gin and will be an integral part of our marketing plans and strategy of recruiting new consumers into the gin category. This sponsorship will help further accelerate the growth of Greenall’s Gin as we reach out to a wider and younger group of consumers, both in the UK and internationally.”
Mike Salmon, MD, Quintessential Brands and Warren Scott, CEO, Quintessential Brands Group
Notes to Editors
Greenall’s The Original London Dry Gin is the UK’s oldest, and the original, London Dry Gin, first distilled in 1761. Greenall’s sold 3.2 million 70cl bottles in 2014 and is distributed in over 30 countries globally.
The Quintessential Brands Group was founded by Enzo Visone and Warren Scott in 2011 and the group companies include the Quintessential Brands Company, Essential Drinks, G&J Distillers, First Ireland Spirits and Marblehead Brand Development.
The Group brand portfolio includes Greenall’s Gin, BLOOM Gin, Berkeley Square London Dry Gin, Opihr Oriental Spiced Gin, Toussaint Coffee Rum Liqueur, O’Mara Irish Country Cream, Feeney’s Irish Cream Liqueur and The Dubliner Irish Whiskey Liqueur.
www.quintessentialbrands.com www.greenallsgin.com
About The Jockey Club
The Jockey Club has been at the heart of British racing for more than 260 years. Today the largest commercial group in the sport (2013 turnover: £166.9m), The Jockey Club runs the largest racecourse group in the UK by turnover (2013: £158.7m), courses (15) including those at Aintree, Cheltenham, Epsom Downs and Newmarket, attendances (2013: 1.74m), total prize money (2013: £41.6m), contribution to prize money (2013: £18.24m) and quality racing (Group and Graded races); more than 3,000 acres of world-class training grounds in Newmarket and Lambourn; The National Stud breeding enterprise and education provider; and the charity for racing’s people in need, Racing Welfare. Governed by Royal Charter, every penny The Jockey Club makes it puts back into British racing. The Jockey Club Racecourses are located at Aintree, Carlisle, Cheltenham, Epsom Downs, Exeter, Haydock Park, Huntingdon, Kempton Park, Market Rasen, Newmarket (two: Rowley Mile and July Course), Nottingham, Sandown Park, Warwick and Wincanton.
For further information, please contact:
Scott Bowers, The Jockey Club
[email protected] and 07809 665840
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]
