Greenall's signs TV deal

11 October, 2011

Greenall’s has signed the first TV deal in its 250-year history.

Its Original London Dry Gin will sponsor ITV1’s Adventurer’s Guide to Britain, a programme about Britain’s unexplored land and heritage, which starts in November and is hosted by Gethin Jones and Charlotte Uhlenbroek. 

The brand – which said it had seen sales grow 40% year on year since its revamp earlier this year – will back the TV slots up with poster ads, part of a through-the-line campaign targeting gin drinkers interested in brands with British heritage.

Christian Rose, chief executive of parent company G&J Greenall, said: “We have a strategic core business focus to strengthen our branded portfolio, which includes Greenall’s Gin alongside recent launches of Bloom and Berkeley Square.

“After careful consideration, the Adventurer’s Guide to Britain stood out to us as a new TV show that we believe conjures up a real curiosity and celebration of Great British culture – values that Greenall’s shares.”

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