Whitley Neill Gin launched its ‘Brighten Up Your Gin range’ activation this summer, helping wholesalers to capitalise on the sales opportunity presented by the UK’s number one premium gin brand.

The team at a sampling event at Parfetts in August, for Halewood’s Spiced Rum brand, Dead Man’s Fingers: Shane Nimmo, Senior National Account Manager; Halewood Artisanal Spirits, Matthew Norbury, Senior Trader, Parfetts and Richard Dance, National Account Manager, Halewood Artisanal Spirits.

Whitley Neill Gin was founded by eighth generation distiller, Johnny Neill, who combined his craft with English provenance to produce a truly unique gin range that uses a combination of the highest quality botanicals discovered and sourced globally. It is now produced at the award-winning City of London Distillery, right in the heart of the City of London.

The range includes the Original London Dry Gin, as well as a whole host of flavoured variants which have been inspired by tastes and flavours from all around the world from Rhubarb & Ginger and Blood Orange to Raspberry and Blackberry. This summer the brand also released two new limited editions based on the latest summer flavour trends – Watermelon & Kiwi and Mango & Lime.

Shane Nimmo, Senior National Account Manager for Halewood Artisanal Spirits who worked on rolling out the activation in depots across the UK commented on the roll-out.

“Gin has continued to perform well, with recent data from the WSTA citing that flavoured gin sales in the UK were up 37% in the 12 months to 27 March 2021. This is something that we’re continuing to see reflected across sales of our best-selling Whitley Neill Rhubarb & Ginger and Blood Orange flavours, as well as our newly launched limited editions

“As shoppers continue to look for new, on trend flavours in the gin category, our Whitley Neill Gin range is perfectly placed to deliver on this, and our ‘Brighten Up Your Gin’ range activation was created to help our wholesale and retail customers tap into this opportunity.

The main focus of the activation was our best-selling Rhubarb & Ginger Gin, which is the UK’s number one premium gin brand. Our brightly coloured bottles have really strong shelf standout, which can sometimes be lost in the depot environment, so we really wanted to bring these to the forefront. Therefore as part of the display we created super-sized cardboard Whitley Neill bottles which were placed either side of the installation. Alongside this we also provided POS toolkits with posters and shelf wobblers to drive brand awareness amongst retailers and help boost sales”.

Matthew Norbury from Parfetts and Go Local worked with the Whitley Neill team on the activation across his venues.

“It’s always a pleasure to deal with proactive suppliers like Halewood. Richard and Shane are some of the best in the business and really engage with what we are doing here at Parfetts and Go Local. The ‘Brighten Up Your Gin Range’ was a great example of this. Richard and Shane took the time to visit each of our depots and activate the pallet displays, and the extra effort of doing it themselves resulted in some of the most eye catching displays we have seen in years, which included my desk being dressed up too! It is really good to see suppliers supporting their key strategic brands in our busy cash and carries and with our Go Local Extra Fascia customers. Our performance on the Halewood portfolio continues to go from strength to strength and the future, like the gin range, looks bright!”

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