Beefeater, the World’s Most Awarded Gin[1], is welcoming in a new era with new packaging and a new creative campaign that will propel the brand onto TV screens for the first time
To coincide with the UK launch of its new timeless and premium bottle design this month, Pernod Ricard UK is ensuring Beefeater is top of mind throughout gin season with a 360 degree marketing campaign aimed at the brand’s target audience of Urban Explorers (25-34-year-olds). The multi-million-pound campaign will launch on the 19th April and run through to the end of August to capitalise on the summer months.
Spearheaded by TV (ITV, SKY, Channel 4), video-on-demand and online video (YouTube, Twitter, NME, Vice, Sportify), the campaign also includes digital, e-commerce, in-store and in-bar support to coincide with the On-Trade re-opening for outdoor hospitality in mid-April.
Celebrating the culture of clash that lives and breathes in the heart of the city, the new Spirit of London campaign visualises the clashing, energetic, yet harmonious contrasts that define the Beefeater London Gin experience. A split-screen creative treatment brings together pairs of images that represent mash-ups and fusions of London culture, including Big Ben’s clock face clashed against a DJ’s turntable, an orange being squeezed on top of St Paul’s Cathedral, and sparkling glasses of Beefeater and tonic meeting a loudspeaker pumping out beats.
Beefeater’s performance in the UK is going from strength to strength, growing ahead of the category by +27.6% in value across total Off-Trade[2]. This is even stronger in convenience stores with Beefeater growing by +35.6% in value[3]. The latest innovation from Beefeater is also driving growth of Flavoured Gin within convenience retail, with Beefeater Pink Strawberry (+14.6%) and Beefeater Blood Orange (+64.3%) both growing in value3.
Laura Stephen, Brand Director for Beefeater at Pernod Ricard UK, comments: “This is a significant investment for Beefeater and the start of a blockbuster few months. 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. The On-Trade is equally important to us and we can’t wait for the gradual re-opening of outdoor hospitality. We have ensured our new flavour, Beefeater Peach & Raspberry, will be rolled out in this channel for consumers to enjoy with friends and family at long last.”
The new-look bottle coincides with 200 years of distilling heritage and features key enhancements such as a new bottle shape, modelled on the iconic London brick, with facets that not only highlight the brand name but also better facilitates pouring for bartenders. The updated design modernises key elements of the current bottle, including the iconic Beefeater Yeoman and arched logo. The new bottle uses a 100% recyclable glass bottle, the existing plastic cap has been replaced with a premium embossed, aluminium cap and the label has moved from plastic to paper for a crafted, elegant feel. These reductions have allowed the brand to create an annual saving of 410 tonnes of plastic (equivalent to 17 million standard plastic water bottles)[4].
The new Beefeater packaging will roll out from 15th March across the brand’s full range, including price-marked-packs but excluding Beefeater 24: Beefeater London Dry, Beefeater Pink Strawberry, Beefeater Blood Orange and Beefeater Peach & Raspberry.
[1]Based on international spirits awards from 2004-2020
[2] Nielsen Gin Total Coverage, Period Ending WE 02.01.21
[3] Nielsen Gin Total Impulse, Period Ending WE 02.01.21
[4] Estimate based on 2019 volume
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