Brief 2: YCN / GREENALLS - Greenalls Research

Exploring the brand further I quickly established the basic information which gave a practical insight to the brands history being distilled in Warrington for over 250 years. The brand was founded in 1761 by Thomas Dakin, the brands original 'Master Distiller'. Still being produced in Warrington a largely industrial town brings pride to the North separating the brand from the poncey gin's of London, making it more engaging with a working class audience. In 2014 Quintessential Brands, Owner of Greenall's, gave the brand a design refresh to target young drinkers in the UK as a part of a wider push for the brand. The new bottle design features the signature of the brand's founder Thomas Dakin on the front, along with the Greenall’s family crest, in a bid to boost the brand's premium credentials. 

In a review from the Gin Foundry, an industry leading independent online resource, they praise Joanne Moore as one of the most talented distillers in the world, yet Greenall’s Gin does her almost no favours in showcasing her skill. stating the main problems with current brand engagement include its customer perception from 2013 onwards when the brands reduced its ABV to 37.5% proof which finished consumer perception making it feel cheaper and more diluted. They concluded "It’s unfortunately all too easy to now simply overlook Greenall’s Gin but don’t be fooled – there is a reason it has been around for over 250 years." This suggests it is currently aimed at a wider entry level market, not intended for special occasions or specialist Gin fans, more an everyday gin for an average working class audience. 

An interesting point of research identified is Greenall's partnership with the Jockey Club, the largest commercial organisation in British horseracing which 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 sponsorship covers a three year period from January 2015 and includes exclusive Official Gin pouring and activation rights across all of their 15 racecourses, as well as a fully integrated marketing campaign, for Greenall’s Gin. As the Official Gin of The Jockey Club, Greenall’s Gin will have the potential to reach around 2 million customers per year at the 340 racing events The Jockey Club organises creating a strong potential for introducing the brand to a much larger audience including the briefs target audience of millennials.