Pernod to add Beefeater London Pink
Pernod Ricard has announced plans to launch a pink version of its Beefeater London Dry gin.
Beefeater London Pink, which is flavoured with strawberries, is set to launch in the UK in April, before being rolled out to 12 markets across the summer.
The drink, which will be priced at £20 for 70cl, is based on the classic Beefeater London Dry recipe with the addition of strawberries.
Sophie Gallois, managing director of The Gin Hub, which is a standalone business created to drive growth of Pernod’s key gin brands, said: “Beefeater Pink is very much about that London Dry citrus profile but with a natural, fresh, fruity strawberry note.”
Last year saw the launch of Gordon’s Pink Gin, while others have also been getting in on the pink gin trend.
Pinkster, which was one of the pioneers of this sector, has just announced plans to launch a bag-in-box concept called Pinkster on Tap, which will be available for both the off and on-trade sectors. The variant will be priced at £135 for the three-litre box, which managing director Stephen Marsh said is better value than the equivalent 4.3 x 70cl bottles.