Pernod Ricard has launched new Beefeater Blood Orange, which will be exclusively piloted in the UK and Ireland from next month, with an RRP of £18.99.
The launch aims to capitalise in the gin category, which is now worth £903m in the UK, having grown by 48.3% compared to last year.
Within this, flavoured gin is growing by 457% in value, and represents 28% of total gin sales. In the off-trade, it is growing in volume by 404.1%, faster than the total category at 40.1%.
Chris Ellis, commercial director at Pernod Ricard, said: “There is a significant opportunity in the UK for orange gin, as 83% of current growth is incremental to the wider category. Orange Gin has swiftly become the second fastest growing gin flavour after pink, yet the majority of orange gins currently on the market are only available at a super-premium price.”
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