Quintessential Brands Group has selected Proof Drinks as the distributor for its Greenall’s gin brand to the UK’s on-premise channel.
The tie-up, announced earlier this week, lines up the debut of “the original London dry gin” in the country’s hospitality outlets. According to Quintessential, which also owns the Opihr and Bloom gin brands, Greenall’s has been produced since 1761, but has been “historically absent” in its home market’s on-premise.
Two iterations – Greenall’s original and Greenall’s Wild Berry Pink Gin – will be made available. The brand will be positioned by Proof Drinks as “an accessible, value-led, house-pour option”.
“Greenall’s is one of the UK’s great gin success stories, and bringing it into our portfolio completes our house-pour offering – something our customers have long asked us for,” said Proof Drinks’ MD, John Vider. “With proven momentum, a confident new look and Proof Drinks’ reach and relationships behind it, the brand has everything it needs to make its mark in the on-trade for the first time.”
Among the gins already handled by Proof Drinks are Brockmans, Four Pillars and Ramsbury Single Estate.
Last month, Quintessential was itself selected by a brand owner for its UK manoeuvres, as Finland’s Anora Group unveiled the launch of a raft of its spirits brands in the country. Quintessential will be the distributor for the likes of Koskenkorva vodka, Aalborg, Linie and OP Anderson aquavits and Blossa glögg.
