Beefeater launches trio of RTD gin and tonicsBy Melita Kiely
Pernod Ricard has unveiled three new ready-to-drink (RTD) products, including Beefeater Pink Strawberry Gin and Tonic.
The trio of new products also includes Beefeater London Dry Gin and Tonic, and Beefeater Blood Orange and Tonic.
The Beefeater cans will be available from UK convenience stores this month (April), before being rolled out across the wider off-trade channel in May.
With an ABV of 4.9%, the 250ml cans will retail for RRP £2 (US$2.80) each.
Chris Shead, off-trade channel director for Pernod Ricard UK, said: “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.
“The new cans are the perfect blend, created by master distiller Desmond Payne MBE, and will recruit new consumers wishing to try our gin before they buy it.
“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 cans were initially trialled in Australia and Ireland last May, and have been given a new slimline look for the official UK launch.
Pernod Ricard said RTD cans are growing at 14.7% in value across the total off-trade, according to Nielsen Premix Total Coverage data for the week ending 2 January 2021.
Gin is also experiencing double-digit value growth in the off-trade, up 24.4%, according to Nielsen Premix, Total Impulse, data for the week ending 2 January 2021.
Earlier this month, Beefeater unveiled its first lower-ABV spirit drink: Beefeater Botanics Lemon and Ginger.
The brand also expanded its portfolio with the launch of a peach and raspberry-flavoured gin in February, a month after unveiling a new sustainable packaging design.