Pernod Ricard UK is adding to its Beefeater range with the launch of Beefeater Peach & Raspberry.

Beefeater Peach & Raspberry will make its debut in Asda from 25 March for four weeks, before being rolled out to convenience retailers. The new variety will have an RRP of £18.99.

Beefeater Blood Orange hits the scene

The flavoured gin will be the brand’s first to launch in the new packaging, revealed last month, which features new sustainability credentials. The redesign has a new bottle shape and uses a 100% recyclable glass bottle, with the existing plastic cap replaced with a premium aluminum cap and the label now made of paper.

According to the manufacturer, the reductions have allowed the brand to create an annual saving of 410 tonnes of plastic.

Using the Beefeater London Dry recipe as its base, Pernod Ricard UK has added natural peach and raspberry flavours and recommends consumers mix the variety with ice, tonic and a garnish of a peach wedge and raspberries.

How to make premium gin work in your store

Chris Shead, off-trade channel director, Pernod Ricard UK, said: “Flavoured gin represents a huge opportunity as it makes up 40% of premium gin in the UK and is growing in value by 21.6%.

“Beefeater Blood Orange and Beefeater Pink Strawberry are performing exceptionally well since launch, growing by 59.3% and 6.1% respectively. Introducing new flavours is not only a good recruitment tool for the category, but also a great way for retailers to tap into different occasions and consumer needs.”

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