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Greenall’s Gin takes a leap with Jockey Club

UK gin brand Greenall’s has signed a three-year sponsorship agreement with British horse racing commercial group the Jockey Club.

Greenall’s will benefit from exclusive official gin pouring and activation rights across the Jockey Club’s 15 racecourses nationwide, along with a fully integrated marketing campaign.

The deal gives Greenall’s a potential reach of two million customers annually at 340 racing events, including flagship events the Cheltenham Festival, the Derby at Epsom and the Grand National.

Quintessential Brands, owners of Greenall’s Gin, will be committing around £3m (€3.8m/$4.7m) over three years in activating the partnership.

Lizzy Johnson, international marketing director of Quintessential Brands, said: “The race going experience provides us with the perfect environment for consumers to enjoy Greenall’s Gin and will be an integral part of our marketing plans and strategy of recruiting new consumers into the gin category. This sponsorship will help further accelerate the growth of Greenall’s Gin as we reach out to a wider and younger group of consumers, both in the UK and internationally.”