Greenall’s unveils new design inspired by 1700sBy Amy Hopkins
Quintessential Brands-owned Greenall’s gin has revamped its bottle to reflect designs from the 18th century and communicate its British heritage.
Said to be an “evolution” of the current Greenall’s bottle, the new packaging is based on historical designs found in the distillery’s archives.
The bottle now features an embossed ‘1761’ – the year Greenall’s was created – and also an embossed brand name. The Union Jack stitching on the back of the bottle and inclusion of the flag on the front label reflect both the gin’s British heritage and that fact it is made from 100% British wheat.
All expressions and bottle formats in the Greenall’s UK portfolio will receive the packaging update.
“We are continuing to see exciting growth in the gin category globally and want to ensure our packaging reflects the rich history as well as the outstanding quality of our gin,” said Enzo Visone, executive chairman and co-founder of Quintessential Brands.
“Greenall’s is the benchmark of excellent gin and we feel it is important for consumers to hear and see our story and know they can trust the quality of our gin; the new bottle design helps us achieve this.”
The new design will be rolled out across the on- the off-trade in the UK from May this year, and globally from June at an RRP of £21.00 for a one-litre bottle.
It will be supported by a new campaign, Greenall’s – The Great British Spirit Since 1761, and activation plan that will include a new creative platform, integrated digital and social media, consumer PR and continued partnership with The Jockey Club.
Greenall’s is also planning to introduce two new flavours to its ready-to-drink portfolio and launch an exclusive variant in global travel retail. In April last year, the brand introduced a Sicilian Lemon flavour to its RTD range.