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Greenall's launches first GTR exclusive

Quintessential Brands has announced Greenall Gin's first travel retail sector, exclusive with the launch of Greenall's Extra Reserve in World Duty Free's UK stores.

Greenall’s Extra Reserve uses the new Greenall’s The Original bottle, which recently underwent a packaging evolution. The bottle, inspired by gin bottles found in the brand’s archives and reinterpreted in a modern way, reinforces the brand’s British heritage and craftsmanship. Greenall’s Extra Reserve will roll out throughout other leading travel retail operators during 2017.

The new Greenall’s Extra Reserve is a classic London Dry Gin created by master distiller Joanne Moore at Greenall’s Distillery, England’s oldest gin distillers. The recipe for this gin builds on the citrus element in Greenall’s The Original, via the addition of exotic citrus botanicals, including sweet Moroccan orange, Turkish grapefruit and Spanish lemon.

Nigel Sandals, World Duty Free’s liquor category buying manager in the UK said: “Greenall’s has proved to be a huge success for World Duty Free since we introduced the brand 18 months ago. We are delighted to launch Greenall’s Extra Reserve, which looks and tastes superb in all our stores in the 21 airports in which we operate across the UK. It has real integrity as a travel retail exclusive and initial sales suggest that it is going to prove very popular with our customers.” 

William Ovens, international commercial director at Quintessential Brands says: “Greenall’s Extra Reserve was launched in answer to the growing demand from passengers for crafted gins at accessible prices and we’re delighted that it delivers a fantastic quality gin in distinctive, premium, packaging”

Lizzy Johnson, planning and innovation director at Quintessential Brands, says: “We’re very proud of our new Greenall’s Extra Reserve. The distinctive packaging and stand out back label showcase the citrus fruits in this exclusive new expression and the ten botanicals deliver a wonderfully balanced and smooth taste, with sweet orange notes coming to the fore.”

6 June 2017 - Sam Coyne The Drinks Report, news editor