Greenall's enjoys soaring sales

14 November, 2013

Greenall’s Original London gin has surged past the 100,000 9-litre case mark for the first time in the UK off-trade after growing volume sales by a third in the past year.

The brand sold 1.2 million 70cl bottles over the past year (Nielsen, year to November 14) with value sales of £20 million.

In the last four weeks to week ending 14 November, volume sales were up 63%, according to Nielsen.

Master distiller Joanne Moore said she hoped to drive further growth by targeting a younger generation of gin drinkers with the “approachable, well-priced gin”.

It has been distilled to the same recipe for more than 250 years but has gained real traction in the past few years, a period during which Nielsen said it has almost its volume sales.
Stephen Loftus, director of brands at Quintessential Brands, said: “A key strategy to deliver growth will be an increased investment behind innovation and brand awareness, with a number of new products planned for launch next spring, supported by an integrated marketing plan.”

The gin retails at 15.49 for a 70cl bottle, and is also available in 5cl, 35cl and 1-litre bottles.  




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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