Value focus for Beefeater

Pernod Ricard launches new PMPs

Beefeater Gin bottles
Beefeater Gin PMPs will roll out this month

PERNOD Ricard has put value front and centre with its latest Beefeater launch.

The spirits giant has rolled out a new £16.99 price-marked pack across both its Beefeater London Dry variant and flavours range – covering Beefeater Pink Strawberry and Beefeater Blood Orange.

Beefeater PMPs will roll out across the convenience channel, including through major wholesalers, from this month. The new packs join the company’s recently launched £7.99 PMP for its Campo Viejo Rioja Tempranillo wine.

Pernod Ricard reckons the new PMPs will drive gin category growth in the convenience channel.

Chris Shead, off-trade channel director at Pernod Ricard UK said: “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.”