Just the tonic as team buys Greenall’s

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-made 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 in 2010 after enjoying strong sales growth following a relaunch of the brand.

Mr Rose said gin is “becoming cool again”, especially overseas where Greenall’s 250-year history adds to its allure.

He said: “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’s 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 currently growing at 30 per cent, following its recent relaunch in the US. They also plan to launch in India. Greenalls will also continue to supply drinks for the big supermarkets and other gin companies.

De Vere, which owns 65 sites in the UK, has been selling off some of its operations to focus on its core hotels and leisure business.