Beefeater has launched three new ready-to-drink (RTD) gin and tonic cans, including Beefeater Pink Strawberry Gin and Tonic, Beefeater London Dry Gin and Tonic, and Beefeater Blood Orange and Tonic.
The Beefeater Gin and Tonic cans will become available in convenience stores across the United Kingdom this month, before rolling out across the wider off-trade channel in May. Last year, Pernod Ricard trialed the cans in Australia and Ireland.
“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,” said Chris Shead, off-trade channel director for Pernod Ricard UK. “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.”
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, meanwhile, is also experiencing double-digit value growth in the off-trade, up 24.4%, according to Nielsen Premix.
Featuring an ABV of 4.9%, the 250ml Beefeater Gin and Tonic cans will retail for £2 ($2.80 USD) each.
The Pernod Ricard-owned brand has been on a roll as of late, unveiling a variety of new products. Earlier this month, it unveiled its lower-ABV Beefeater Botanics Lemon and Ginger release. In February, Beefeater launched a Peach & Raspberry Gin in the United Kingdom. In January, Pernod Ricard launched “Light” versions of Beefeater Gin and Ballantine’s Scotch Whisky. In March, Beefeater commissioned a limited-edition book to mark 200 years since its distilling heritage began in 1820.