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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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