G&J Greenall is to launch its Original London Dry Gin into the on-trade for the first time as part of a £1.4m investment into rebranding the gin to appeal to a younger audience.
The distiller already supplies its more premium gin brands, Bloom London Dry Gin and Berkeley Square Superior London Gin, into the premium on-trade, but is hoping to hit mainstream pubs with Greenall's Original.
Although the details are under wraps for now, it is expected to start the push in the next couple of months, ahead of the summer.
The news was announced at the unveiling of a new-look bottle for the brand, the first step in the repositioning, which took place at the company's 250th anniversary last week.
It has a new simple light-green Union Jack design to emphasise the British heritage of the brand.
"Greenall's is seen very much as a very traditional drink, but we wanted to change that image and get younger people interested," said chief executive Christian Rose.
"Our new livery is striking and relevant for today's consumers — it celebrates our heritage and provenance, but in a refreshing, contemporary way.
"And we're investing £1.4m behind the brand with a 250 Years of Great British Spirit consumer awareness campaign.
"We recognise there's a move in gin consumption, with younger consumers showing interest. Our anniversary gives us a great opportunity to reinvigorate the category and look to appeal to this emerging audience, while still being respectful of our heritage."