Greenall’s price-mark competition to drive sales
Gin brand scours the market to identify opportunity for growth
The convenience channel are prepared for an explosion of sales of Greenall’s Gin thanks to a promotion on its new price-marked bottles.
The best-selling Greenall’s Wild Berry Pink Gin is available for a special price of £15.99 and coincides with a retailer competition challenging store owners and employees to post photos of their Greenall’s displays on Instagram using #greenallspink – followers of @greenallsgin will be added to the draw.
Winners of the competition will be given £1,000 of Love2Shop vouchers, so with that extra motivation to promote the product, wholesalers can expect increased interest in depot and online.
The plan behind Greenall’s price marking its Wild Berry Pink Gin is to build trust among shoppers and drive repeat purchases in the convenience sector in line with IRI data showing that price-marked packs boost repeat sales in gin by 33%.
The introduction of price-marked packs follows a successful year for the brand in the UK, which saw sales of its pink variant double in the off-trade as the brand’s zero-sugar message landed, following a nationwide out-of-home and digital campaign.
With shoppers’ love affair with pink gin continuing – with flavoured gin driving 93% of gin category growth – Greenall’s Wild Berry Pink Gin is set to be a winner this Christmas thanks to price-marked packs, as well as increasing awareness of its zero-sugar status and great taste.
“Value for money plays a big role in consumers’ shopping decisions and price-marked packs ensure consumers know they’re getting a good deal,” said Quintessential Brands Route-to-Market Business Unit Director, Simon Thomas.
“This is increasingly important for Greenall’s, particularly in the crowded flavoured gin category, as it allows the brand to stand out from other competitors on shelf.
“Following on from Greenall’s recent zero-sugar campaign, which highlighted the brand’s unique-selling point as one of the only flavoured gins to contain zero sugar, we’re confident that Greenall’s Wild Berry Pink Gin will be in demand across the UK this Christmas.”