Pernod Ricard UK has launched three new ready-to-drink (RTD) Beefeater gin cans, available in London Dry Gin & Tonic, Pink Strawberry Gin & Tonic and Blood Orange & Tonic varieties.
The 250ml slimline cans have an ABV of 4.9%, and will roll-out across convenience this month with an RRP of £2, before being available to the wider off-trade from May.
RTD cans are growing at 14.7% in value across the total off-trade, and that figure grows in convenience to 38.6%.
The gin category is also experiencing double-digit value growth in the off-trade at 24.4%, and this more than doubles in convenience at 53.5%, a channel where RTDs perform well due to the on-the-go nature.
The supplier said 2021 has already been a significant year for Beefeater backed by innovation and investment. This includes the launch of new and more sustainable packaging across its range, a new flavour – Peach & Raspberry – and a multimillion-pound campaign.
Chris Shead, off-trade channel director at 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 cans will recruit new consumers wishing to try Beefeater 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.”
The new Beefeater RTD cans were trialled in May 2020 in markets including Australia and Ireland and have been given a new look and feel to align with the brand’s new packaging across the range.
The launch coincides with a multimillion-pound campaign launching on the 19 April until the end of August.
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