Greenall’s The Original London Dry Gin has launched its first travel retail exclusive, Greenall’s Extra Reserve in World Duty Free’s UK stores. Owned by international drinks group Quintessential Brands, Greenall’s Gin has created a new premium expression based on the original Greenall’s recipe. Greenall’s Extra Reserve uses the new Greenall’s The Original bottle, which recently underwent a packaging evolution. The new bottle, inspired by gin bottles found in the brand’s archives and reinterpreted in a modern way, reinforces the brand’s rich British heritage and craftsmanship. Greenall’s Extra Reserve will roll out throughout other leading Travel Retail operators during 2017.
The new Greenall’s Extra Reserve is a classic London Dry Gin created by Master Distiller Joanne Moore at Greenall’s Distillery, England’s oldest gin distillers. The recipe for this gin builds on the much-loved citrus element in Greenall’s The Original, via the addition of exotic citrus botanicals, including sweet Moroccan orange, Turkish grapefruit and Spanish lemon, which were specially reserved for this important new product.
Nigel Sandals, World Duty Free’s Liquor Category Buying Manager in the UK said, “Greenall’s has proved to be a huge success for World Duty Free since we introduced the brand 18 months ago. We are delighted to launch Greenall’s Extra Reserve, which looks and tastes superb in all our stores in the 21 airports in which we operate across the UK. It has real integrity as a travel retail exclusive and initial sales suggest that it is going to prove very popular with our customers.”
William Ovens, International Commercial Director at Quintessential Brands says: “Greenall’s Extra Reserve was launched in answer to the growing demand from passengers for crafted gins at accessible prices and we’re delighted that it delivers a fantastic quality gin in distinctive, premium, packaging”
Lizzy Johnson, Planning & Innovation Director at Quintessential Brands, says: “We’re very proud of our new Greenall’s Extra Reserve. The distinctive packaging and stand out back label showcase the citrus fruits in this exclusive new expression and the ten botanicals deliver a wonderfully balanced and smooth taste, with sweet orange notes coming to the fore.”
Greenall’s Extra Reserve has the traditional Greenall’s The Original London Dry Gin profile with sweet orange from Morocco being the leading citrus flavour providing a sweetness to the typically ‘sharper’ citrus notes of lemon.
70cl UK Travel Retail RSP – £15.49
1L Duty Free RSP – €19.90
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NOTES TO EDITORS
GREENALL’S THE ORIGINAL LONDON DRY GIN
Greenall’s The Original London Dry Gin is the original quality gin, first distilled in 1761 by England’s oldest gin distillers. It is one of the fastest growing leading gin in the world available in over 200 countries.
Greenall’s, The Original London Dry Gin is a juniper-led gin with fresh citrus notes made using the same secret recipe for over 250 years, in the heart of England, at G&J Distillers in Warrington. 100% British wheat is paired with eight hand-picked botanicals, which are dried in the original way and added by hand to the copper pot still, under the watchful eye of Master Distiller Joanne Moore. Joanne is only the seventh-generation distiller since 1761 – the year when Greenall’s was first produced by gin pioneer Thomas Dakin. Since then, three new expressions have been added to the range: Greenall’s Wild Berry, Greenall’s Sloe Gin and the latest Global Travel Retail exclusive, Greenall’s Extra Reserve. Greenall’s The Original London Dry is a smooth gin with rounded juniper notes, balanced with fresh and punchy citrus and spice and is best enjoyed in a G&T with a lime garnish or in a Greenall’s Basil Smash Cocktail.
Greenall’s Gin has been highly awarded for its taste and quality, with over 30 awards to its name. Recent awards include Fifty Best Gins (2014 Gold Medal, 2015 Gold Medal), World Gin Awards (2015, Gold), San Francisco World Spirits Competition (2015 Silver and Bronze medal, 2014 Silver medal) and International Wine & Spirits Challenge (2014 Silver medal).
ABOUT QUINTESSENTIAL BRANDS
The Quintessential Brands Group delivers a diverse portfolio of quality international spirits with unrivalled heritage and craftsmanship. Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and former investment banker, Warren Scott, The Quintessential Brands Group is made up of the Quintessential Brands Company; G&J Distillers, the world’s oldest gin distiller; Essential Drinks Company, the business-to-business supply division; Marblehead, the UK brand agency; L&L in France, a leading manufacturer of fruit spirits and liqueurs and Quintessential Brands Ireland, which includes First Ireland Spirits and the Dublin Whiskey Company.
Quintessential Brands portfolio includes Greenall’s The Original London Dry Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Oriental Spiced Gin, which are all produced by G&J Distillers. The Dubliner Irish Whiskey, The Dublin Liberties Oak Devil and Copper Alley Irish Whiskies, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. Alizé Passion Liqueurs, Toussaint Coffee Rum Liqueur and Baron Clovignac Cognac. www.quintessentialbrands.com