Greenall's Gin and The Jockey Club announce major partnership
Greenall's The Original London Dry Gin has announced a major sponsorship as Official Partner of The Jockey Club.
The Jockey Club stages many of the leading horseracing events in Britain, including The Cheltenham Festival, The Investec Derby at Epsom and The Crabbie's Grand National.
The brand boasts a position as the UK's fastest-growing standard gin and this announcement comes after Greenall's launch of two new products last autumn - their new Sloe Gin and Wild Berry versions were described at the time as "the biggest innovation in the brand's history", which in fact dates back some 254 years to 1761 when they introduced their first gin product.
The sponsorship covers a three year period from January 2015 and includes exclusive Official Gin pouring and activation rights across all of their fifteen racecourses, as well as a fully integrated marketing campaign, for Greenall's Gin, the UK's No. 2 standard gin.
As the Official Gin of The Jockey Club, Greenall's Gin will have the potential to reach around two million customers per year at the 340 racing events The Jockey Club organises, plus exposure to an audience of more than twenty million terrestrial television viewers in the UK alone. Quintessential Brands, owners of Greenall's Gin, will be committing circa £3m over three years in activating the partnership.
Warren Scott, CEO of the Quintessential Brands Group, commented: "We are incredibly proud that Greenall's Gin, Britain's oldest London Dry Gin, is supporting the Great British institution that is horseracing and The Jockey Club. We both have a history dating back to the mid 1700s and share a common vision to be the best in
the world in our respective fields".
Simon Bazalgette, Group Chief Executive of The Jockey Club, said: "I believe this will prove a fantastic partnership built on shared values around excellence and heritage, and a simple desire for our customers to enjoy themselves. As a sport, British racing welcomes around six million spectators a year to our venues and more than forty percent of UK television viewers watched racing on Channel 4 last year.
"We are a sport with scale and a desire to work with like-minded partners like Quintessential Brands and its Greenall's Gin to achieve mutual success and growth. In this regard we look forward to unveiling further Official Partners to join Greenall's Gin in other important rights categories in due course".
Lizzy Johnson, International Marketing Director, Quintessential Brands, added: "We are delighted to be working with the team at The Jockey Club to introduce Greenall's Gin to an even wider audience. The race going experience provides us with the perfect environment for consumers to enjoy Greenall's Gin and will be an integral part of our marketing plans and strategy of recruiting new consumers into the gin category.
"This sponsorship will help further accelerate the growth of Greenall's Gin as we reach out to a wider and younger group of consumers, both in the UK and internationally".