These Beefeater Gins are Priced at £16.99 to Offer Low-Cost Quality
Michael Hemsworth — October 16, 2020 — Marketing
References: beefeatergin & conveniencestore
The Beefeater gins range is now getting a price-marked pack (PMP) to offer consumers a high-quality product at the best price point possible. Priced at £16.99 each, the gin range includes the original London Dry as well as the Pink Strawberry and Blood Orange variations. The gins will be rolling out across the convenience store channel as well as major wholesalers starting in November 2020 and is part of a growing shift towards competitively priced spirits as consumers seek out competitive value.
Off-Trade Channel Director at Pernod Ricard UK Chris Shead spoke on the new price-market pack Beefeater gins range saying, "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.”
Off-Trade Channel Director at Pernod Ricard UK Chris Shead spoke on the new price-market pack Beefeater gins range saying, "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.”
Trend Themes
1. Competitive Priced Spirits - The growing demand for competitively priced spirits offers an opportunity for brands to develop new product ranges that cater to this segment of the market.
2. Price-marked Packs - Creating new price-marked packs for established alcohol brands presents a disruptive innovation opportunity to increase sales and capture more market share.
3. Shop Local Phenomenon - The increase in consumer preference to shop locally presents an opportunity for alcohol brands to target local markets with innovative pricing and packaging strategies.
Industry Implications
1. Alcohol Retail - With the growing trend in competitively priced spirits, alcohol retailers can take advantage of these changing consumer behaviors by offering special deals on popular and established brands.
2. Packaging Design - The recent trend of price-marked packs presents a real opportunity for packaging design professionals to create eye-catching and innovative packaging for established alcohol brands.
3. Local Marketing - The rise of the shop local phenomenon provides an opportunity for alcohol brands to implement targeted marketing campaigns that promote their brands, celebrate the local culture, and appeal to local preferences and behaviors.
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