Beefeater gin launches new ready-to-drink cans

Pernod Ricard UK’s premium gin is launching three new RTD varieties: Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic and Beefeater Blood Orange & Tonic. The 25cl, slimline cans have an ABV of 4.9 per cent and will roll-out across convenience and the wider Off-Trade this month.

RTD cans are growing +14.7 per cent in value across the Total Off-Trade, and that figure grows in convenience to 38.6 per cent. The Gin category is also experiencing double-digit value growth in the Off-Trade (+24.4 per cent) and this more than doubles in convenience (+53.5 per cent), a channel where RTDs perform well due to the on-the-go occasion.

Chris Shead, Off-Trade Channel Director for Pernod Ricard UK, comments: ”Post-lockdown, with new measures in place, consumers will continue to socialise more outdoors and will be looking for that sophisticated drink from their favourite bar. Beefeater’s target audience of 25-34-year-olds are always looking out for the latest trend and keen to socialise with quality drinks either at home or outdoors, and the new Beefeater RTD cans will support them in this quest.”

The new Beefeater RTD cans were trialled in May 2020 in markets including Australia and Ireland and for the UK launch have been given a look and that aligns with the brand’s new packaging across the range.

The launch coincides with a multi-million-pound campaign launched on 19 April and running until end August. Spearheaded by TV (ITV incl. Viewpoint and Britain’s Brightest Celeb Family, SKY, Channel 4 incl. Gogglebox), video-on-demand and online video (YouTube, Twitter, NME, Vice, Sportify), the campaign also includes digital, e-commerce, in-store and in-bar support.

The new Beefeater RTDs cans are available in convenience from this week, before rolling out to the wider Off-Trade from May 2021. RRP £2.