Food & Drinks

Pernod Ricard launches Beefeater RTD range

Pernod Ricard has unveiled a range of ready-to-drink products from Beefeater Gin.

The three varieties – Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic, and Beefeater Blood Orange & Tonic – will roll out in the off-trade, including convenience stores, in April and May. 

The 250ml slimline cans (4.9% ABV) are the second innovation announced by Beefeater this month following the launch of its new Beefeater Botanics Lemon & Ginger spirit drink in Canada.

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, and will recruit new consumers wishing to try our gin before they buy it. Beefeater’s target audience of 25 to 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.”

Following a successful trial in May 2020 in markets including Australia and Ireland, the Beefeater RTD cans have undergone a design revamp ahead of their UK launch.

It coincides with a multi-million-pound campaign launching on 19 April, spearheaded by TV and also encompassing digital, e-commerce, in-story and in-bar support.

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19 April 2021 – Bethany Whymark

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