Beefeater taps into ready-to-drink trend with gin cans

Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic and Beefeater Blood Orange & Tonic are rolling out into convenience stores this week, retailing at £2 for a 250ml can with a 4.9% ABV.

The launch also coincides with a multi-million-pound campaign launching today (19 April) until the end of August, running across TV, video-on-demand, online video and social media and includes in-store support.

The brand said ready-to-drink cans are growing 39% in the convenience channel, outperforming the wider off-trade market, and the gin category is also outperforming the total off-trade at 54%.

Chris Shead, off-trade channel director for brand owner 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.

“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 ready-to-drink cans will support them in this quest.”