Greenall’s extends gin portfolio with blueberry variant

Described as a “versatile expression”, Greenall’s Blueberry Gin has a light blue hue and, according to its maker, is best enjoyed paired with a premium elderflower tonic water or soda with fresh berries and a wedge of lime.

To create the new variant, Greenall’s Original London Dry Gin has been infused with natural, sweet blueberries – a popular fruit with consumers due to its ‘superfood’ status.

Greenall’s global marketing director Rob Curteis spoke of his excitement ahead of the new variant’s launch.

“As the original handcrafted British gin first created in 1761, Greenall’s is the original pioneer of quality gin.

“A pioneer never rests on their laurels though and we’re proud to be leading the way in gin innovation still today, over 250 years on.”

The launch of Greenall’s Blueberry Gin will be supported with a media campaign in the UK, supported by a six-figure sum investment.

Customers will be provided with a suite of PoS materials and activation support to ensure “strong visibility” in on-trade outlets and retailers’ stores throughout the summer.

“With its zero-sugar content, cool fruity flavour, striking blue hue and unmistakable gin character, Greenall’s Blueberry Gin is the right on-trend for today’s consumers; not only does it outperform competitor brands on taste, style and quality, but its also provides unbeatable value, which all leads us to believe Greenall’s has a very exciting summer ahead,” Curteis concluded.

The new Blueberry Gin joins Greenall’s Original Gin and Wild Berry in the brand’s range.