Pernod Ricard is taking on luxury gin brands Hendrick's and Tanqueray with the off-trade launch of Beefeater 24, a super-premium gin.
The new gin, which was launched into the on-trade in October 2008, will sit alongside its standard Beefeater Dry Gin variant on shelf.
Beefeater 24 - the name reflects the 24-hour steeping process used to make it - contains 12 different botanicals and organic ingredients including teas, orange peel, juniper, cloves and cinnamon.
Its £20.99 rsp is higher than the £14 of regular Beefeater and, at 45% abv, it is 5% stronger. It comes in a floral brocaded bottle inspired by contemporary art.
Patrick Venning, head of marketing for gin at Beefeater, said he hoped the new variant would emulate the strong sales of the standard Beefeater Dry Gin brand, which has recorded 5% sales growth over the past two months across all off-trade channels.
"This 5% increase has been driven by growth in the major multiples," he said. "By launching Beefeater 24, we are responding to the growing demand from consumers for a super-premium, quality gin, and this particular offering has already demonstrated its popularity in the on-trade.
"The downturn is forcing people to focus on quality products from brands they know and love, and this will enable our customers to enjoy this unique product in the comfort of their own homes."
Pernod Ricard will roll out Beefeater 24 to 150 Waitrose stores next month but has not yet announced plans to list the drink elsewhere.
The new gin, which was launched into the on-trade in October 2008, will sit alongside its standard Beefeater Dry Gin variant on shelf.
Beefeater 24 - the name reflects the 24-hour steeping process used to make it - contains 12 different botanicals and organic ingredients including teas, orange peel, juniper, cloves and cinnamon.
Its £20.99 rsp is higher than the £14 of regular Beefeater and, at 45% abv, it is 5% stronger. It comes in a floral brocaded bottle inspired by contemporary art.
Patrick Venning, head of marketing for gin at Beefeater, said he hoped the new variant would emulate the strong sales of the standard Beefeater Dry Gin brand, which has recorded 5% sales growth over the past two months across all off-trade channels.
"This 5% increase has been driven by growth in the major multiples," he said. "By launching Beefeater 24, we are responding to the growing demand from consumers for a super-premium, quality gin, and this particular offering has already demonstrated its popularity in the on-trade.
"The downturn is forcing people to focus on quality products from brands they know and love, and this will enable our customers to enjoy this unique product in the comfort of their own homes."
Pernod Ricard will roll out Beefeater 24 to 150 Waitrose stores next month but has not yet announced plans to list the drink elsewhere.
No comments yet