BEEFEATER
“Beefeater RTDs are utterly suited to meet our Urban Explorers’ needs, who in the post-lockdown context will continue to socialise. The new cans are the perfect blend, created by Master Distiller Desmond Payne, and will recruit new consumers who are always on the lookout for the latest trends.”
MURIELLE DESSENIS, GLOBAL BRAND DIRECTOR, BEEFEATER
During the pandemic, innovation has been a key business driver for Beefeater. With the roll out of its first ready-to-drink (RTD) cans in May 2020, the iconic gin brand is capitalising on the latest trends of outdoor consumption and hometainment occasions, where consumers are looking to replicate the bar experience of the perfect gin and tonic in the comfort of their own homes. After successful trials in regions including Australia and Ireland, RTDs were initially launched in the UK before expanding into 10 markets. Beefeater’s gins are available in three pre-mixed variations: Beefeater London Dry Gin & Tonic, Beefeater Pink Strawberry Gin & Tonic and Beefeater Blood Orange Gin & Tonic.
Given a fresh look to align with the brand’s new packaging launched in January 2021, the RTD cans retain Beefeater’s famous look and feel with the defining illustration of the Yeoman.
10+
MARKETS LAUNCHED IN B21