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G&J Greenall launches '250 Years of Great British Spirit' campaign

Published:  22 February, 2011

G&J Greenall is to is to invest £1.4m behind its Original London Dry Gin to celebrate its 250th birthday this year.

The launch of its '250 Years of Great British Spirit' consumer awareness campaign aims to re-invigorate the category and bring the brand into the 21st century with a new look.

Christian Rose, G&J Greenall chief executive officer, said: "Our new livery is striking and relevant for today's consumers - it celebrates our heritage and provenance but in a refreshing, contemporary way.

"We can trace our history all the way back to our founder Thomas Dakin in 1761 and we're now, probably, the longest running continuous gin distiller in the world.

"As pioneers of the industry, we have a job to do not only for our brands, but for the gin category as a whole.

"We recognise there's a move in gin consumption, with younger consumers showing curiosity and interest."

The new look Greenall's Original London Dry Gin is available in 5cl, 35cl, 70cl, 1ltr and 1.5ltr bottles.