London dry gin brand Greenall’s, owned by Quintessential Brands, has launched its first travel retail-exclusive product, Greenall’s Extra Reserve, in UK World Duty Free stores.
Greenall’s Extra Reserve, a premium expression based on the original Greenall’s recipe, will be rolled out with other travel retailers throughout the year. A 70cl bottle is priced at £15.49 (€17.80) and a 1-litre bottle is priced at €19.90.
The 37.5% abv expression was created by Master Distiller Joanne Moore. Its recipe builds on the citrus elements in Greenall’s The Original with the addition of exotic citrus botanicals, including sweet Moroccan orange, Turkish grapefruit and Spanish lemon.
The gin is housed in the revamped Greenall’s Original bottle, which is inspired by gin bottles found in the brand’s archives and reinterpreted in a modern way. The bottle packaging and label highlight the citrus fruits found in the expression.
World Duty Free (UK) Liquor Category Buying Manager Nigel Sandals said:
“Greenall’s has proved to be a huge success for World Duty Free since we introduced the brand 18 months ago. We are delighted to launch Greenall’s Extra Reserve, which looks and tastes superb in all our stores in the 21 airports in which we operate across the UK. It has real integrity as a travel retail exclusive and initial sales suggest that it is going to prove very popular with our customers.”
Quintessential Brands International Commercial Director William Ovens commented:
“Greenall’s Extra Reserve was launched in answer to the growing demand from passengers for crafted gins at accessible prices and we’re delighted that it delivers a fantastic quality gin in distinctive, premium, packaging.”
Original source - The Moodie Davitt Report