Greenall's releases first new gins in over 250 years

By Gemma McKenna

Published: 24 September, 2014

Gin brand Greenall's is launching its first new gins in over 250 years today - a sloe gin and wild berry option.

The group says these two new variants are the "biggest innovation" in its long history - it has been distilling gin since 1761.

Greenall's Sinead O'Frighil said: "We are extremely proud of our best-selling gin which is the No. 2 standard gin in the UK, and are delighted that after 250 years we have introduced two new additions to the Greenall's gin family. We have incorporated the original Greenall's contemporary and vibrant British-inspired design to the new bottles and look forward to introducing Greenall's Sloe Gin and Greenall's Wild Berry to a new generation of gin lovers."

G&J Distillers' master distiller combined traditional sloe berries with Greenall's standard eight botanicals, to make a blend it describes as "perfect for autumn and winter drinking". Greenall's Sloe Gin is available at Sainsbury's and Tesco from October, rrp £16 for a 70cl bottle.

The Wild Berry flavour was inspired by blackberries growing in English hedgerows, combined with ripe raspberries - the brand says this option is works well in cocktails. It has an rrp of £15.50 for a 70cl bottle and is on sale at Morrison's and Tesco from October.

Greenall's Gin is owned by Quintessential Brands and distilled in Warrington, by G&J Distillers.

Last year Greenall's Original London Dry Gin surpassed the 100,000 nine litre case mark for the first time in the UK. The company said it has almost doubled its volume over the past three years and the brand has grown 33% in volume over the past year, according to Nielsen.

Quintessential Brands said at the time it would drive growth in both the UK and international markets with "increased investment" and "a number of new products". The gin has a retail sales value of £20 million with more than 1.2 million 70cl bottles sold in the UK on and off trades.

Back in 2011, G&J Greenall was sold by the De Vere Group, in a deal reportedly worth £7.5 million. It produces over 50% of the UK's own label gin and vodka plus super premium branded gins and vodka including the number two mainstream branded gin in the market.

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