THE maker of Greenall’s gin has been sold in a £7.5m deal involving the management team that saved the company from collapse three years ago.
G&J Greenall, which includes the second most popular gin brand in the UK and will next month celebrate its 250th birthday, has been sold by hotel group De Vere, which was formed from the Greenalls Group in the 1990s.
Warrington-based Greenalls, which employs more than 100 people, also makes more than 50 per cent of all the supermarket own-label gin and vodka in the UK.
The company is being bought by its management in a deal that is backed by an unnamed private equity firm.
It aims to build on its recent strong sales by focusing on the Greenall’s brand and taking advantage of a resurgence in demand for British gin overseas.
In 2008, the business made underlying losses of £2m but was turned around under the leadership of chief executive Christian Rose, who will continue to lead the company.
It is now profitable and recorded turnover of £46m last year after enjoying strong sales growth following a re-launch of the brand.
Mr Rose said gin was “becoming cool again”, especially overseas where Greenall’s 250-year history adds to its allure.
“For many years, gin has bumped along the bottom, it’s been a mum and dads’ drink and not really cool.
“But now a lot of people’s parents drink vodka, so gin is becoming different, while people overseas love the quintessentially British tradition of gin and tonic.”
The management team will focus on growing the business’ brands, which also include the recently launched premium Bloom and Berkeley Square labels.
They believe there is an opportunity to grow overseas sales, which are growing at 30 per cent after its recent relaunch in the US. They plan to launch in India.
Greenalls will also continue to supply drinks for the big supermarkets and other gin companies, including Bacardi’s Bombay Gins.
De Vere, which owns 65 sites in the UK including Village Hotels, has been selling off some operations to focus on its core hotels and leisure business
THE maker of Greenall's gin has been sold in a £7.5m deal involving the
management team that saved the company from collapse three years ago.
Greenall's sold for£7.5 million
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Gary Skentelbery
Experienced journalist for more than 40 years. Managing Director of magazine publishing group with three in-house titles and on-line daily newspaper for Warrington. Experienced writer, photographer, PR consultant and media expert having written for local, regional and national newspapers. Specialties: PR, media, social networking, photographer, networking, advertising, sales, media crisis management. Chair of Warrington Healthwatch Director Warrington Chamber of Commerce Patron Tim Parry Johnathan Ball Foundation for Peace. Trustee Warrington Disability Partnership. Former Chairman of Warrington Town FC.
