Pernod Ricard UK has unveiled a new range of ready-to-drink (RTD) cans for its Beefeater brand.
Available now in three varieties: Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic and Beefeater Blood Orange & Tonic, the 25cl, slimline cans have an ABV of 4.9% and an rrp of £2.
The launch coincides with a multi-million-pound campaign running until the end of August featuring TV activity on ITV incl. Viewpoint and Britain’s Brightest Celeb Family, SKY, Channel 4 incl. Gogglebox, video-on-demand and online video (YouTube, Twitter, NME, Vice, Sportify), the campaign also includes digital, e-commerce, in-store and in-bar support.
Off-trade channel director for Pernod Ricard UK Chris Shead 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. 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.”