Greenall’s revamps gin for 250th birthday

28 February, 2011

UK gin distiller G&J Greenall has celebrated its 250th birthday by redesigning its Original London Dry Gin.

The new look bottle, which is described by Greenall’s as “bringing the brand into the 21st century”, is available in 5cl, 35cl, 70cl, 1ltr and 1.5ltr sizes.

Christian Rose, G&J Greenall CEO said: “We’re investing £1.4m behind the brand and integrated marketing support, with a ‘250 Years of Great British Spirit’ consumer awareness campaign.”’

Rose added: “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 re-invigorate the category and look to appeal to this emerging audience, while still being respectful of our heritage.”

Greenalls distillery - which is based in Warrington in the north west of England – dates back to 1761, allowing the brand to claim it is “probably the longest running continuous gin distiller in the world”.





Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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