Updated bottle carries Win a Mini promotion

Greenall’s The Original London Dry Gin has commenced a ‘Win a Mini’ on-pack promotion in the UK on its newly re-designed bottle. This is the first step in an integrated marketing campaign to help continue the growth of the brand, which has seen a 63%* increase in sales since June 2013.  

Greenall’s owner, Quintessential Brands says the campaign targets younger gin drinkers, with the lead prize appealing to consumers aged 20 - 35.  The neck tag promotion goes on shelf in Sainsbury’s, Asda, Morrisons, Tesco, Waitrose and other multiple retailers this month.

Consumers can win a Mini Cooper by visiting the Greenall’s Facebook page and entering the last three digits on the barcode of a bottle of Greenall’s Gin. In addition, there are monthly giveaways of Kindles, Netflix subscriptions and bottles of Greenall’s Gin.

Design agency Drink Works has updated the Greenall’s bottle design to highlight the gin’s premium position as the ‘Original’ London Dry Gin, having been distilled to the original family recipe for over 250 years.  The signature of the founder Thomas Dakin, who first distilled Greenall’s Gin in 1761, is now displayed on the front of the bottle along with the Greenall’s family crest.

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 1.4m 70cl bottles sold in the UK, Greenall’s continues to shine in both the on and off-trade as one of the UK’s fastest growing gin brands.

Sinead O’Frighil, International Brand Manager for Greenall’s, says:  “We are very excited to launch Greenall’s first major on-pack promotion on our new bottle design.  This is part of a key strategy to deliver growth for the brand with an increased investment behind innovation and brand awareness, supported by an integrated marketing plan.”

Greenall’s Gin is owned by Quintessential Brands and distilled in Warrington, England by G& J Distillers (formerly G&J Greenall) and distributed by Catalyst Brands in the on-trade and Essential Drinks in the off-trade. The gin has an RRP of £15.49 for 70cl and is also available in 5cl, 35cl and 1L sizes.

* Volume MAT 21.06.14, Nielsen Off Trade 

18 August 2014 - Felicity Murray The Drinks Report, editor