Greenall’s enters gin liqueur market

Greenall’s Gin, part of the Quintessential Brands group, has unveiled two flavoured gin liqueurs, its first foray into the category, which have been designed to “appeal to new gin drinkers”.

The two flavours, green apple & hibiscus and blood orange, fig and ginger, have been recreated by Greenall’s master distiller Joanne Moore.

The variants have been launched into the travel retail market and will be sold exclusively through world duty free in June and July before being launched in domestic markets this August, which include the UK, Spain, Portugal, Italy, Germany, South Africa, Australia.

Both liqueurs have an ABV of 20% and will retail for £18.50 per 50cl bottle. Both variants are packaged in coloured glass reflecting the ingredients in the bottle.

Data supplied by IRI revealed that in the UK alone, the market for gin liqueurs grew by 788% in the 52 weeks to 25 February 2018.

Joanne Moore, master distiller at Greenall’s, commented: “It was important to me that with these new Greenall’s Gin Liqueurs, we gave consumers who are new to gin a great first experience to whet their appetite, giving them a taste of gin, but softening it with a lower ABV and appealing complimentary flavours. We’ve put a lot of care into the development of these liqueurs and I can’t wait to see how they are received by Greenall’s fans – new and old – around the world”.

The Greenall’s liqueurs join a growing number produced by the industry, including those by Edinburgh Gin, Eden Mill, Lidl’s Hortus, The Lakes Distillery, Tiptree, Aber Falls, Hedgepig and Conker – to name a few.