Beefeater launches new RTDs

Beefeater RTDs

Pernod Ricard has unveiled three brand new Beefeater ready-to-drink (RTD) cans.

Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic and Beefeater Blood Orange & Tonic all have an ABV of 4.9% and are available from this week in 25cl slimline cans (RSP £2).

The new Beefeater RTD cans were trialled in May 2020 in markets including Australia and Ireland. For the UK launch, they have been given a new look and feel to align with the brand’s new packaging across the range. Retaining the brand’s iconic look and feel, the new cans include the iconic Beefeater yeoman and botanical illustrations.

The launch coincides with a multi-million-pound campaign launching on 19 April that runs until the end of August. Spearheaded by TV, video-on-demand and online video, the campaign also includes digital, e-commerce, in-store and in-bar support.

RTD cans are growing +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 (+24.4%) and this more than doubles in convenience (+53.5%), a channel where RTDs perform well due to the on-the-go occasion.

Chris Shead, Off-Trade Channel Director for Pernod Ricard UK, commented: ”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.”