Orange is the new pink for Greenall’s as it unveils the latest addition to its zero-sugar flavoured gin range.
The limited-edition Blood Orange and Fig Gin (37.5% ABV), which infuses the fruits into Greenall’s Original London Dry Gin, was created by master distiller Joanne Moore at G&J Distillers in Warrington. It will be available exclusively at Sainsbury’s from March, priced at £16 for a one-litre bottle, before rolling out in other channels in April.
Greenall’s hopes the new expression will tap into the growing popularity of orange-flavoured gins and bolster sales of its flavoured range – which grew by 90.9% in 2019, twice as fast as the flavoured gin category as a whole, according to data from IRI Total Market.
Russell, Kirkham, marketing director for Quintessential Brands UK, which owns Greenall’s, said: “With research showing a clear consumer demand for orange-flavoured gins, we’re excited to be adding Blood Orange and Fig into the mix – a flavour that we’re confident will be a huge hit this summer.
“As consumers are becoming increasingly mindful of the sugar they consume, this is something that has contributed to the success of the Greenall’s flavoured gin range and will no doubt ensure that this new expression stands out from competitors when it hits the shelves.”
Greenall’s suggests serving its Blood Orange and Fig Gin over ice with tonic water or lemonade and sliced blood orange to garnish.