Greenall’s Gin links with Jockey Club in race ticket promotion
Wednesday July 15, 2015 at 12:05pm
Greenall’s The Original London Dry Gin is running a nationwide promotion offering free tickets to the races with every bottle purchased in store at UK major retailers. The promotion is part of the brand’s partnership as the Official Partner and Gin of The Jockey Club and its ‘Good Times at the Races’ marketing campaign launched earlier this year. Promotional neck tags are appearing on 1 litre bottles of Greenall’s Gin in Sainsbury’s and Tesco and 70cl bottles in Waitrose. The promotion started at the beginning of July and runs until November 30th 2015. The offer of free tickets is made possible by Greenall’s three year partnership with The Jockey Club, owners of 15 of the UK’s leading racecourses, where the brand is the official and exclusive gin. Consumers claim their free tickets via a dedicated website, www.greenallsgoodtimes.co.uk. They have to upload a photo of their receipt as proof of purchase to validate their entry before selecting the race date of their choice (they have to give 48 hours notice). Quintessential Brands, Greenall’s owner, and the Jockey Club are offering a total of 40,000 free tickets to the races as part of the campaign. Sam Chandler, international assistant brand manager for Greenall’s Gin, says: “We are excited about introducing Greenall’s to a broader audience so they can enjoy good times with Greenall’s, The Original London Dry Gin, at what is a quintessentially British sporting event – horse racing. Every year 2 million racegoers attend the Jockey Club races looking for a good time, both watching the racing as well as enjoying a day out with friends and family. We are happy that Greenall’s Gin can be a part of that moment and be associated with the sociability that is British racing.” Lizzy Johnson, global brand and marketing director at Quintessential Brands, adds: “The latest figures from Nielsen show that Greenall’s is at 37% MAT in both volume and value and is growing more market share in value than any other brand. We are delighted to say there is no other brand performing as strongly in the gin category in the UK off trade across all metrics and we believe we have an extremely strong on-pack promotion to offer consumers.” Greenall’s The Original London Dry Gin was first distilled in 1761 at the world’s oldest gin distillers, G&J, in Warrington, Cheshire. The brand entered into a three year partnership with The Jockey Club in 2015 and is investing a total of £3 million in sponsorship and marketing activity over the period, reaching a potential audience of over 2 million via on-course branding, the Greenall’s Land Rover Defender and mobile bar and marketing and PR activity across channels.