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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