Redesign helps Greenall's almost double sales

Since the brand’s redesign three years ago, volume sales have almost doubled with a growth of +33% over the past year.

Stephen Loftus director of brands at Greenall’s owners Quintessential Brands says:  "We believe that the packaging redesign has without doubt contributed to the growth in sales of Greenall's Original Gin. It's contemporary British design now helps it stand out from the crowd and we are finding that it appeals to the new wave of gin drinkers that are driving the renaissance of the category."

Greenall’s Original London Dry Gin has surpassed the 100k 9L case mark for the first time in the UK, almost doubling volume over the past three years. The brand is one of the shining stars of the gin category, with growth +33%* over the past year.

In the last four weeks to week ending 14 November, sales were up an impressive 63%**.  Greenall’s is currently the number three gin brand in the UK and its owner Quintessential Brands has ambitious plans to drive continued growth in both the UK and international markets. With a retail sales value of £20m and over 1.2m 70cl bottles sold in the UK, Greenall’s continues to shine in both the on and off-trade.

The gin bottle was redesigned in 2011 to its standout contemporary British packaging and its classic gin taste has won numerous internationally recognised industry awards. It has been distilled to the same recipe for over 250 years in one of England’s oldest distilleries. 

Joanne Moore, master distiller, and one of only seven master distillers at G&J Distillers since 1761, says: “We are rightly proud of our best-selling gin brand and look forward to introducing this approachable, well-priced gin to a younger generation of gin drinkers.” 

Loftus adds: “We are very excited by the momentum we have with Greenall’s and are starting to drive significant engagement with the on-trade and continue to have considerable growth opportunities in the off-trade.  A key strategy to deliver this growth will be an increased investment behind innovation and brand awareness, with a number of new products planned for launch next Spring, supported by an integrated marketing plan.”

RRP: £15.49 for 70cl. Also available in 5cl, 35cl & 1L sizes at supermarkets and off licences.  Greenall’s Gin is distributed by Catalyst Brands in the on-trade and Essential Drinks in the off-trade. 

* Volume MAT ending 14 November, Nielsen Off Trade
** Volume 4 weeks ending 14 November, Nielsen Off Trade

15 November 2013 - Felicity Murray The Drinks Report, editor