Beefeater London Dry Gin launches in ready to drink cans

BEEFEATER London Dry Gin is being launched in ready to drink cans in a bid to capitalise on increased outdoor socialising.

The brand’s parent company, Pernod Ricard UK, trialled the cans in May 2020 to ‘great success’. The product has been given a new look since the pilot, in a move which the firm said aligns more with the brand’s new packaging across its wider gin range – with the cans now featuring the iconic Beefeater yeoman and botanical illustrations.

Chris Shead, off-trade channel director for Pernod Ricard UK, commented, ”Post-lockdown, with new measures in place, consumers will continue to socialise more outdoors and will be looking for that sophisticated drink from their favourite bar. The new cans are the perfect blend, created by master distiller Desmond Payne MBE, and will recruit new consumers wishing to try our Gin before they buy it. Beefeater’s target audience of 25-34-year-olds are always looking out for the latest trend and keen to socialise with quality drinks either at home or outdoors, and the new Beefeater ready to drink cans will support them in this quest.”

The new range will come in three flavours – London dry, pink strawberry, and blood orange.