Updated Beefeater pack design supported by marketing campaign

By Éilis Cronin in Alcohol 9th March 2021

Pernod Ricard is launching a marketing campaign to support the launch of a new pack design for its Beefeater Gin brand.

The multi-million pound campaign is aimed at 25- to 34-year old consumers, spearheaded by TV advertising on ITV, Sky and Channel 4, as well as video-on-demand and online content running between 19 April until the end of August.

The new Beefeater bottle design features a new bottle shape modeled in the ”iconic London brick” and a new embossed aluminium cap and paper label.

The packaging will roll-out from 15 March across the brand’s entire portfolio, including price-marked packs but excluding Beefeater 24.

Laura Stephen, brand director for Beefeater at Pernod Ricard UK, comments: “The new pack is a real step-change and has already enabled us to secure new off-trade listings for Beefeater London Dry, ensuring that more bottles are on shelf when our brand new TV advert and wider marketing campaign launches in April.”