Quintessential Brands has unveiled a new bottle design for its Greenall’s London Dry gin to better reflect the heritage, craftsmanship and quality of the original gin, created in 1761.
The new bottle, created by Allied Glass, is an evolution of the current bottle and was inspired by gin bottles used in the 1700’s, found in the distillery archives. The 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, 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 ABV 37% 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. RRP: £21/1L, £16/70cl, £9/35cl.
17 March 2017 - Felicity Murray The Drinks Report, Editor-in-Chief
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