To coincide with the UK launch of its new premium bottle design this month, Pernod Ricard UK is ensuring Beefeater is top of mind 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.
Beefeater’s performance in the UK is growing ahead of the category by +27.6 per cent in value across total Off-Trade. This is even stronger in convenience stores with Beefeater growing by +35.6 per cent in value. The latest innovation from Beefeater is also driving growth of Flavoured Gin within convenience retail, with Beefeater Pink Strawberry (+14.6 per cent) and Beefeater Blood Orange (+64.3 per cent) both growing in value.
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 new Beefeater packaging will roll out from 15 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.
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