Greenall’s Gin signs horse racing sponsorshipBy Melita Kiely
Greenall’s Gin has agreed a £3 million three-year sponsorship deal as official partner of The Jockey Club, which hosts a multitude of top horse racing events in the UK.
The sponsorship will run over three years as of January 2015 and will include exclusive pourings and activation rights across 15 of Britain’s most famous race courses, plus a fully integrated marketing campaign for Greenall’s Gin.
The Jockey Club organises horse racing events including The Cheltenham Festival, The Investec Derby at Epsom and The Crabbie’s Grand National.
“We are incredibly proud that Greenall’s Gin, Britain’s oldest London Dry Gin, is supporting the Great British institution that is horse racing and The Jockey Club,” commented Warren Scott, CEO of the Quintessential Brands Group, which owns Greenall’s Gin.
“We both have a history dating back to the mid 1700s and share a common vision to be the best in the world in our respective fields.”
It is expected that the new sponsorship deal will enable the brand to reach approximately 2 million customers each year at the 340 racing events organised by The Jockey Club.
Furthermore, the brand will be able to achieve exposure to more than 20 million terrestrial TV viewers in the UK alone.
“We are delighted to be working with the team at The Jockey Club to introduce Greenall’s Gin to an even wider audience,” said Lizzy Johnson, international marketing director, Quintessential Brands. “The race going experience provides us with the perfect environment for consumers to enjoy Greenall’s Gin and will be an integral part of our marketing plans and strategy of recruiting new consumers into the gin category.
“This sponsorship will help further accelerate the growth of Greenall’s Gin as we reach out to a wider and younger group of consumers, both in the UK and internationally.”
In October 2014, Greenall’s launched two new gin expressions for the first time in more than 250 years.