1.4m support for gin revamp

04 March, 2011

G&J Greenall is investing £1.4 million behind its Greenall’s gin brand.?The company has made a profit for the first time since a fire at its distillery six years ago and has pledged to invest it back into the business.?The Warrington-based company has also unveiled a new look to coincide with its 250th anniversary this year.?The media to be used in the marketing package is yet to be confirmed.?Chief executive Christian Rose said: “Our new livery is striking and relevant for today’s consumers – it celebrates our heritage and provenance but in a refreshing, contemporary way.

“We’re investing £1.4 million behind the brand, with a 250 Years of Great British Spirit consumer awareness campaign.

“As pioneers of the industry, we have a job to do not only for our brands, but for the gin category as a whole.

“We recognise there’s a move in gin consumption, with younger consumers showing curiosity and interest. Our 250th anniversary gives us a great opportunity to reinvigorate the category and look to appeal to this emerging audience, while still being respectful of our heritage.”?G&J Greenall is the UK’s second largest gin distiller and bottler, claiming to produce almost half the gin drunk in the UK market, and more than 20% of the world’s gin. It also claims to be the oldest gin distiller in the world.?“We can trace our history all the way back to our founder Thomas Dakin in 1761 and we’re now, probably, the longest running continuous gin distiller in the world,” said Rose.?The new-look Greenall’s gin is available in 5cl, 35cl, 70cl, 1-litre and 1.5-litre bottles.

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