UK. Pernod Ricard has completed the first phase of its revitalisation of the Beefeater gin brand acquired as part of its Allied Domecq takeover 18 months ago.
The French drinks giant invited the media to visit the Beefeater Distillery, based in London, which has been refurbished and expanded to include full trade visitor facilities, including a trendy lounge bar for client entertaining.
Christian Porta, Chairman and Chief Executive Officer of brand owner Chivas Brothers, told the guests that Beefeater now had a suitably impressive home following the revamp.
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That’s the spirit: The Beefeater Distillery in London has been revamped to include full trade visitor facilities | |
Beefeater is billed as the authentic London Dry Gin and the only international London gin still to be made in the UK capital.
Beefeater sells over 2.3 million cases annually, making it one of the world’s leading premium gin brands. Some 180,000 cases are sold in travel retail outlets worldwide, with European stores accounting for half the total. Travel retail sales include the Crown Jewel by Beefeater travel retail exclusive product.
As well as travel retail, other major markets for the brand include Spain, Canada, Japan, the UK, Greece, Czech Republic, Italy, Australia and Venezuela.
An interim brand advertising campaign centred on the “Refreshingly London” tagline is running in several countries, including the US, one of the brand’s biggest markets.
Further creative executions will be introduced in 2007 to support the rejuvenation of the brand by Pernod Ricard.
Beefeater gin in Europe
In an interview with The Moodie Report, Chivas Brothers Managing Director of Travel Retail Europe Ian Williams said the British Isles, Nordic region, Germany and Spain were the dominant markets for Beefeater in Europe, representing around 75% of travel retail volumes in the region.
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Pernod Ricard Travel Retail Europe Managing Director Ian Williams (left) and Sales Director Charles Raciti pictured at a media lunch in 2005 Photo by Salina Christmas |
“Spain and Turkey have seen some encouraging growth recently driven predominantly by holidaymakers looking for the key ingredient in a Beefeater and tonic or a Beefeater Martini,” he said.
“Our target nationalities include British, American, Spanish, Russian and Scandinavian, so we see all markets that we can track these consumers through as having great potential.”
Detailing the company’s plans for 2007, Williams said: “Our primary objective for Beefeater in European travel retail is to maximise the brand’s consumer awareness and to encourage consideration and trial. Three strategic actions we plan to implement include:
“Firstly, rolling out at various European locations an interactive e-postcard game, inviting consumers to e-mail an image of themselves superimposed onto a digital London postcard to their friends and family. The game station also features an offline version of the brand’s new website www.beefeatergin.com and above all else highlights the inherent link with Beefeater and London.
“Secondly, launching the new Beefeater twin pack, a sleeker and stronger design working on the best practice learnt from the excellent designs of other Pernod Ricard twin packs.
“Thirdly, targeting key airports to install the Refreshingly London advertising campaign as merchandising units and light-boxes and, upon completion of the new advertising campaign, creating unique and inspiring merchandising elements. The launch date is to be confirmed.”
About Beefeater gin
Beefeater was created by James Burrough in 1820 and named after the Yeoman wardens – called Beefeaters – who guard the Tower of London, which hold the Crown Jewels. Burrough’s distilling method and the secret recipe are still used, virtually unchanged. In 1958, production moved from the banks of the River Thames to a bigger distillery in Kennington, south London, where Beefeater is distilled today.
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