Beefeater launches festive packagingBy Marinel FitzSimons
Chivas’ Beefeater London Dry gin has launched a limited edition presentation carton to bolster off-trade sales in the festive period.
The launch is one of a series of special edition launches (the first was in 2009), that have proved a successful format for the brand.
The packaging aims to convey Beefeater’s key messages (namely its London heritage) as well as highlighting the drink’s versatility, all the while having a festive feel to it.
The carton show the outline of a bottle made of key phrases (“fizz”, “gin”, “squeeze”, “punch”…) and wintery and typically London icons, as well as a QR code which leads consumers to a punch recipe on Chivas’ new gin website www.ginandtales.com.
Global brand director for Beefeater, Paco Recuero, comments: “This innovative limited edition carton demonstrates Beefeater’s commitment to providing off-trade customers with inspiring specialist products to drive sales during key seasonal periods.
“Featuring the elements that are at the heart of the brand including heritage and versatility of serve, the pack will not only ensure maximum prominence in the off-trade, but also attract new and existing customers to the brand.”
The limited edition cartons which contain a 70cl bottle of Beefeater London Dry gin are available in the UK, Greece, Finland, Sweden, Russia, Czech Republic, Portugal and Latvia.