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U.K. gin brand gets 'radical and contemporary' refresh

For it’s 250th anniversary, Greenall’s Original London Dry Gin gets modern update, with stylized graphics meant to appeal to a younger generation of gin drinkers.

Greenall
Greenall

Literally centuries old, Greenall’s Original London Dry Gin from U.K. distiller G&J Greenall was lacking in shelf presence and public awareness, and facing an aging consumer base, as it approached its 250th anniversary this year. The heritage brand, number two in the standard gin category, was also being threatened on price, squeezed between private-label brands and aggressive price promoting by the brand leader.

With a new marketing team in place, G&J Greenall set about repositioning the brand away from private label, at the top end of the standard gin category, by offering a premium-style gin at a standard price. “The objective was to create a new visual identity and package design to increase shelf impact, build brand awareness, and appeal to a new generation of gin drinkers,” says Marcus Hewitt, chief creative director of Dragon Rouge, which was tasked with refreshing the brand identity.

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