The world’s most awarded gin[1] is rolling out a new £16.99 price mark across its range to continue driving category growth within convenience channel 

Beefeater is launching a new £16.99 price-marked pack (PMP) across its original London Dry variant and its flavours range, Beefeater Pink Strawberry and Beefeater Blood Orange, to continue driving value growth. Beefeater’s performance has gone from strength to strength, growing +99.5% in value in the Off-Trade[2]. The introduction of two new flavours has been a key contributor to this growth with Beefeater Pink Strawberry the fastest growing Flavoured Gin of the top five (+32%) and Beefeater Blood Orange the second biggest contributor to actual year-on-year sales growth[3].

Within the convenience channel, Gin is growing +33% in volume versus last year and within this, Flavoured Gin is the fastest growing spirits category (+77% in volume versus last year)[4]. PMPs 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[5]. 83% of retailers also claim PMPs sell faster in their stores than the equivalent plain packs1.

Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, comments: “Gin is now the second largest category in the Off-Trade and the number one growth driver by value[6]. Another way of visualising the size of this category is that every £1 in £5 spent on spirits is on Gin, and therefore it’s crucial convenience retailers get their fair share of the category5. Gin is still very much the drink of choice and we’re delighted to be launching a PMP 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.”

The new Beefeater PMPs will roll-out across the convenience channel, including major wholesalers, from November 2020, RRP: £16.99. The new packs join the company’s recent launch of a £7.99 PMP on its bestselling Campo Viejo Rioja Tempranillo, which is available in major wholesalers now.

[1] based on international spirits awards from 2004-2019 and in relation to Beefeater Dry only

[2] Nielsen MAT to 13.06.20

[3] Nielsen Scantrack | Total Coverage | MAT to 13.06.20

[4] Nielsen Total Coverage 15.08.20

[5] Him! 2019

[6] Nielsen | Total Off Trade | Gin | 52 w/e 13/6/2020

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