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Greenall's launch Bloom on global market

0410_Bloom_Closeup.jpg Crafted in Warrington by the world’s only female gin master distiller, Joanne Moore, Bloom Gin derives from Greenall's Original London Dry Gin enriched by floral botanicals – chamomile, pomelo and honeysuckle. Showcased in a romantic jewel cut bottle with flowering vines winding up its neck, Bloom is described as a super-premium gin for palettes that appreciate a more delicate flavour. It was initially trialled in the Spring of 2009 in a few select UK outlets including EH Booth, Malmaison Hotels, De Vere Collection Luxury Resorts, Searcy’s 1862, and is the only spirit sold at the prestigious retailer Liberty of London. Now Bloom is available on-line and in Sweden, Denmark, Germany, Spain and Greece. And it is slated to rollout in the US in 2011. Anjna Mistry, senior brand manager of G & J Greenall’s, says: “Bloom is a romantic gin that pays homage to the splendour of nature. The aroma and delicate floral flavour creates a new gin experience, for both gin and non-gin drinkers.  We believe Bloom has the potential to revive the gin category.  We are very excited and are looking forward to sharing Bloom with new markets in 2010. Pete Newton, EH Booth adds: “Aware of Greenall's 40% Original London Dry Gin credentials, we agreed to range it in EH Booth's stores during April 2009. Both sales and customer reaction has been terrific, and now Greenall's is the third highest selling gin in our business.  Encouraged by this success, I was introduced by the G&J Greenall team to Bloom.  I felt confident in Bloom’s packaging and product delivery, and arranged to test it in October, 2009, becoming one of the first retailers to stock the brand. "Launching a new brand at £19.99 during the peak season trading period is never easy, yet it has exceeded all expectations and developed significant share of our premium gin sales.  We look forward to further working with Bloom gin next year through in-store tastings and bespoke promotions.” Tasting Notes A sip of Bloom Gin is sweet, light, and floral, with a citrus finish. Master distiller Joanne Moore notes: “The Honeysuckle in Bloom provides natural sweetness and warms up the Chamomile, while the Pomelo offers a soft sun-drenched citrus note to perfectly balance the gin, rounding out Bloom. “I always loved the smell and soothing qualities of Chamomile and knew it would compliment the traditional notes of a good quality gin. I draw inspiration from my childhood history at Walton Hall, and also from my daily life – relaxing with chamomile tea and memories of my grandfather’s fresh honey.  I hope white spirit lovers around the world will enjoy Bloom Gin and its natural aromas and flavours.” Awards Bloom is the only winner of the Platinum Award in the gin category by the 2010 World Beverage Competition. In addition Bloom holds a 2009 Gold Medal both from the International Spirits Challenge and a Starpack Award for Best Package Design. RRP £22.99.


1 April 2010 - Felicity Murray