London dry gin brand Greenall’s, owned by Quintessential Brands, has partnered with World Duty Free for the global launch of two new flavoured gin liqueurs.
Greenall’s Green Apple & Hibiscus and Greenall’s Blood Orange, Fig & Ginger, made by Master Distiller Joanne Moore, launched this week in travel retail. They are available exclusively through World Duty Free in June and July before rolling out to domestic markets in August.
The variants (ABV 20%) are priced at £18.50/€20 and mark Greenall’s first move into the flavoured gin category.
Greenall said the liqueurs were inspired by Moore’s desire to fuse quintessentially British flavours, in keeping with Greenall’s heritage, with more modern flavours, to reflect the botanicals Greenall’s sources from around the world.
Both liqueurs are balanced to offer fruit and spice flavours with a finish of Greenall’s gin notes. They are presented in 50cl bottles to appeal to “new gin drinkers and to encourage established gin drinkers to consider branching out from standard gins”, said the brand. The bottle colours aim to mimic those of the dominant fruits used and labels showcase ingredients.
Greenall’s Gin International Marketing Director Rob Curteis said: “As the original handcrafted British gin first created in 1761, Greenall’s is the original pioneer of quality gin. Had Greenall’s never been made, it’s quite possible the gin category wouldn’t be the success it is today.
“A pioneer never rests on their laurels though. Innovation is key to bringing new consumers into the category and with our long-standing reputation as the original handcrafted British gin, we are excited to be introducing a whole new audience to quality gin with Greenall’s Gin Liqueurs.”
Moore 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.”