Greenall’s The Original London Dry Gin has launched a new bottle design and packaging to reflect the heritage, craftsmanship and quality of the original gin, created in 1761.
The new bottle design is an evolution of the current bottle and was inspired by gin bottles used in the 1700’s, found in the distillery archives. The new design reinforces the quality of Greenall’s The Original London Dry Gin, the UK’s second best-selling standard gin brand, with the introduction of premium embossing etched on the bottle, including the year ‘1761’ and the brand name.
The Union Jack stitching on the back and the inclusion of the Union Jack flag in full colour on the front label, reflect the gin’s British heritage and the 100% British wheat used in the production of Greenall’s. The Greenall’s crest and the signature of Edward Greenall – a key figure in the brand’s history and the name of the copper pot still used in Greenall’s distillation – are included on the bottle as stamps of quality and authenticity.
The award-winning, classic juniper-led gin inside the bottle remains unchanged and it continues to be handcrafted at G&J Distillers, England’s oldest gin distillers, to the original recipe. Joanne Moore is the seventh-generation Master Distiller responsible for the secret recipe, which has been handed down through the generations and which continues to win gold medals.
Enzo Visone, Executive Chairman and co-Founder of Quintessential Brands, owners of Greenall’s The Original Gin, says: “We are continuing to see exciting growth in the gin category globally and want to ensure our packaging reflects the rich history as well as the outstanding quality of our gin. Greenall’s is the benchmark of excellent gin and we feel it is important for consumers to hear and see our story and know they can trust the quality of our gin; the new bottle design helps us achieve this.”
The new bottle will be rolled out in the on and off-trade in the UK from May onwards and globally from June 2017 and will be supported by a new campaign which will launch in May with a focus on Greenall’s – The Great British Spirit Since 1761.
The packaging change will be supported by a 360° activation plan to amplify the new bottle and positioning, including a new creative platform, integrated digital and social media campaign, consumer PR and its continued partnership with The Jockey Club where Greenall’s is the Official Gin Partner at all Jockey Club racecourses nationally in the UK.
The new look packaging will run across the full Greenall’s portfolio in the UK to include Greenall’s Original in four sizes of 70cl, 1litre, 35cl, and a 5cl miniature, as well as Greenall’s Wild Berry and, from the Autumn, Greenall’s Sloe Gin. Greenall’s will also introduce two new flavours to its Ready-to-Drink portfolio and an exclusive variant for Global Travel Retail.
Greenall’s is available in over 140 countries as well as Global Travel Retail. In the UK, the new bottle will be available in all key retailers, including Tesco, Sainsbury’s, Morrisons, Asda, Waitrose, Ocado and the Co-Op, as well as convenience stores. With the growth in convenience, this format represents a key growth driver and the ‘mini me’ bottle will revolutionise the 35cl standard gin fixture.
Greenall’s continues its partnership with The Jockey Club as the Official Gin Partner of The Jockey Club
|Size: 1Ltr||RRP: £21.00||ABV: 37.5%|
|Size: 70cl.||RRP: £16.00||ABV: 37.5%|
|Size: 35cl.||RRP: £9.00||ABV: 37.5%|
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 the fastest growing leading gin in the world available in over 140 countries.
Greenall’s is a juniper-led gin with fresh citrus notes made using the same secret recipe for over 250 years, in the heart of England in Warrington, using 100% British wheat and pure Cheshire water. Eight hand-picked botanicals are dried in the original way and, under the watchful eye of Master Distiller Joanne Moore, added by hand to the copper pot still. Joanne is only the seventh-generation Master Distiller since 1761 – the year when Greenall’s was first produced by gin pioneer Thomas Dakin. Since then, two new expressions have been added to the range: Wild Berry and Sloe Gin.
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.
 IRI Supermarkets GB &NI – Volume 52 weeks ending 1 January 2017, 194,000 9Ltrs
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