The Beefeater gins range is now getting a price-marked pack (PMP) to offer consumers a high-quality product at the best price point possible. Priced at £16.99 each, the gin range includes the original London Dry as well as the Pink Strawberry and Blood Orange variations. The gins will be rolling out across the convenience store channel as well as major wholesalers starting in November 2020 and is part of a growing shift towards competitively priced spirits as consumers seek out competitive value.
Off-Trade Channel Director at Pernod Ricard UK Chris Shead spoke on the new price-market pack Beefeater gins range saying, "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’s 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 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.”