Festive marketing push for Greenall's, Bloom and Opihr gin brands

Quintessential Brands is ramping up marketing for its gin brands Bloom, Opihr and Greenall's ahead of the crucial Christmas trading period. 

With England in another Covid-19 lockdown and strict restrictions across other parts of the UK, many drinks industry businesses are pushing to make the most of festive trading opportunities while non-essential retail and hospitality outlets are shut. 

For its Opihr brand, Quintessential Brands is leaning on the gin's 'exotic' character after research from Mintel found that brands providing more 'transportive' experiences for consumers are set to be in demand this winter. Inspired by the ancient spice routes from Asia to Europe, its in-store sampling, merchandising and seasonal promotions will encourage shoppers to sample 'flavours from afar' and digital assets will be made available for trade customers.

It follows a strong summer for the brand, which saw it launch two ready-to-drink (RTD) products with Tesco alongside a successful social media marketing campaign. 

Greenall's Gin is staying closer to home in its marketing, with a celebration of renewed community spirit in the face of the coronavirus pandemic. The London dry gin brand is inviting consumers to nominate their neighbourhood for a chance to win a street party hosted by Greenall's once the pandemic is over, complete with a cocktail bar, live entertainment and special guests.

Meanwhile, Bloom is providing a marketing boost for its newest expression, Passionfruit and Vanilla Blossom Gin. Part of its Fruit & Floral Fusions range, the gin launched in Tesco earlier this year and has since secured a listing with Sainsbury's. Bloom is also set to run seasonal promotions for Valentine's Day and Mother's Day across its entire range.

Despite challenges, Quintessential Brands' gins have performed well through 2020; Greenall's and Bloom reported volume growth of 26 per cent and 27 per cent respectively in the first half of the year and Opihr saw 25 per cent growth in the 12 weeks to 31 August alone.

Rob Curteis, group marketing director for Quintessential Brands, said: "Whilst the year has seen much change and disruption on our lives, the enduring popularity of gin amongst consumers in the UK has remained constant throughout the pandemic, resulting in booming gin sales throughout the summer, which has been great news for retailers.

"As winter and the latest national lockdown begins, we believe gin will be in high demand and through our consumer and customer marketing efforts, we're confident that Bloom, Greenall's and Opihr will be at the forefront of the category's continued success."

4 November 2020 - Bethany Whymark