Greenall’s Gin has signed a multi-year brand partnership deal with Bath Rugby, as it continues to highlight the skill involved in making their award-winning original London Dry Gin.
The new partnership unites two icons in their respective fields, renowned for their longstanding heritage and commitment to consistent excellence, achieved through their shared values.
Greenall’s Gin presence will be evident throughout the Rec, the home of Bath Rugby; as the official gin partner, Greenall’s will be served across all bars with its Original London Dry Gin, best-selling Wild Berry Gin, Sloe Gin and recently relaunched ready-to-drink range all on offer.
Further visibility will be ensured through point of sale materials and extensive branding throughout the grounds.
Greenall’s, which earlier this year launched a new global marketing platform, ‘Made Hand 2 Hand’, will also team up with the Bath Rugby Foundation, the charity which works with the community in Bath and surrounding areas to enhance the lives of young people through sport, with 5p for every serve of Greenall’s purchased at the Rec going to the charity.
Supporters will learn of their contribution to the charity on specially-designed cups which will outline the partnership and donation for the duration of the deal.
Russell Kirkham, UK Marketing Director at Quintessential Brands said: “We’re delighted to be bringing Greenall’s together with Bath Rugby to celebrate our shared values of teamwork and handcrafted skill.
“We share a commitment to achieving consistent excellence – for Bath Rugby, that’s working together on the field to win every match, and for Greenall’s, it’s our distilling team working hand in hand to ensure the outstanding quality for which Greenall’s Gin is renowned is evident in every bottle.
“We’re looking forward to working hand in hand with Bath Rugby in the years ahead and providing their supporters and visiting supporters with quality gin experiences to match the quality displays provided by the Bath Rugby team on the pitch.
“We also hope to bring more in the way of donations to the Bath Rugby Foundation through our activity and look forward to supporting the charity and the important works it does in the local area into 2019 and beyond.”
Ben Wells, Chief Commercial Officer at Bath Rugby commented: “We are delighted to join forces with Greenall’s. There is a natural affinity between the two parties when it comes to heritage.
“The combination of rich history and an award-winning range of offerings provides a solid foundation to build a long-lasting relationship. We are pleased to offer rugby supporters the chance to experience this quality first-hand.”
The partnership will be supported by PR and social media campaigns throughout the partnership and extends to the On Trade and the Off Trade, with a focus on outlets close to Bath Rugby, in the coming months.
Owned by Quintessential Brands Group, winner of the International Spirits Challenge Gin Distiller of the year 2018, Greenall’s is made at G&J Distillers in Warrington, the world’s oldest continuous gin distillery.