Beefeater has announced the launch of a new £16.99 price-marked pack across its range, particularly targeting growth within convenience channel.
The PMPs will be rolled out from November across its original London Dry variant and its flavours range, Beefeater Pink Strawberry and Beefeater Blood Orange.
“Gin is now the second largest category in the off-trade and the number one growth driver by value,” commented Chris Shead, off-trade channel director at brand owner Pernod Ricard UK.
“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.
Shead added that the new PMPs will also respond to the lockdown-induced changes in consumer behaviour, with more consumers shopping local and turning to trusted brands.
PMPs are a key driver of sales in the convenience sector, with 82 per cent of shoppers looking to purchase them as a part of the weekly shop [Him! 2019]. A similar number of retailers (83%) also claim PMPs sell faster in their stores than the equivalent plain packs [Nielsen].
The new Beefeater PMPs will roll-out across the convenience channel, including major wholesalers, joining the company’s recent launch of a £7.99 PMP on its Campo Viejo Rioja Tempranillo, which is available in major wholesalers now.