Beefeater unveils new price-marked pack

The £16.99 price-marked pack will be available across Beefeater London Dry, Beefeater Pink Strawberry, and Beefeater Blood Orange variants.

Pernod Ricard said Beefeater is growing at 99.5% in the off-trade, with Beefeater Pink Strawberry growing at 32% and the fastest growing flavoured gin of the top five gin brands and Beefeater Blood Orange the second biggest contributor to actual year-on-year sales growth.

Within the convenience channel, the company said gin is growing 33% in volume versus last year and flavoured gin is the fastest growing spirits category (77% in volume versus last year).

It said price-marked packs are a key driver of sales in the convenience sector, with 82% of shoppers looking to purchase them as a part of the weekly shop, and 83% of retailers also claim price-marked packs “sell faster in their stores than the equivalent plain packs”.

Chris Shead, off-trade channel director at Pernod Ricard UK, said: “Gin is now the second largest category in the off-trade and the number one growth driver by value.

“Another way of visualising the size of this category is that every £1 in £5 spent on spirits is on Gin, and therefore it is crucial convenience retailers get their fair share of the category.

“Gin is still very much the drink of choice and we’re delighted to be launching a price-marked pack for Beefeater at a time when we are seeing significant changes in consumer behaviour.

“Since lockdown began, more consumers are shopping local, turning to trusted brands, and treating themselves to affordable luxuries.”