London, 2nd July 2015
Greenall’s The Original London Dry Gin has launched a national promotion through their partnership, as the Official Partner and Gin of The Jockey Club. This ground-breaking off-trade promotion from Quintessential Brands, owners of Greenall’s Gin, offers consumers a free ticket to the Races with every bottle of Greenall’s Gin purchased in store at UK major retailers and is part of the Greenall’s ‘Good Times at the Races’ marketing campaign, launched this year.
The Greenall’s neck tags are available in store on each 1 litre bottle of Greenall’s Gin in Sainsbury’s and Tesco and every 70cl bottle in Waitrose, from the start of the promotion on 1st July through to 30th November 2015. The offer of free tickets is made possible by Greenall’s three year partnership with The Jockey Club, owners of 15 of the UK’s leading racecourses, where the brand is the official and exclusive gin.
Entry to the competition is via a dedicated website www.greenallsgoodtimes.co.uk where consumers upload a photo of their receipt as proof of purchase to validate their entry before selecting the race date of their choice. Quintessential Brands and the Jockey Club are offering a total of 40,000 free tickets to the Races as part of their marketing campaign to attract new consumers to the brand and reinforce the Good Times message with existing consumers.
Sam Chandler, International Assistant Brand Manager for Greenall’s Gin, says: “We are excited about introducing Greenall’s to a broader audience so they can enjoy good times with Greenall’s, The Original London Dry Gin, at what is a quintessentially British sporting event – horse racing. Every year 2 million racegoers attend the Jockey Club races looking for a good time, both watching the racing as well as enjoying a day out with friends and family. We are happy that Greenall’s Gin can be a part of that moment and be associated with the sociability that is British racing.”
Lizzy Johnson, Global Brand and Marketing Director Quintessential Brands, adds: “The latest figures from Nielsen show that Greenall’s is at 37% MAT in both volume and value and is growing more market share in value than any other brand. We are delighted to say there is no other brand performing as strongly in the gin category in the UK off trade across all metrics and we believe we have an extremely strong on-pack promotion to offer consumers.”
Notes to Editors
Greenall’s The Original London Dry Gin was first distilled in 1761 at the world’s oldest gin distillers, G&J, in Warrington, Cheshire. The recipe remains a secret to this day and has been passed down through only seven generations of Master Distillers to Master Distiller Joanne Moore, custodian of the Greenall’s recipe.
Greenall’s Gin entered into a three year partnership with The Jockey Club in 2015 and is investing a total of £3 million in sponsorship and marketing activity over the period, reaching a potential audience of over 2 million via on-course branding, the Greenall’s Land Rover Defender and mobile bar and marketing and PR activity across channels.
Greenall’s The Original London Dry Gin is owned by The Quintessential Brands Group. www.quintessentialbrands.com
Facebook: www.facebook.com/greenallsgin
Twitter: greenallsgin
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RRP: £15.49. Size: 70cl. ABV: 37.5%
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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]
