Introducing Beefeater light

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Article 19/01/2021

The first lower-ABV expression from the World’s Most Awarded Gin taps into the growing demand for quality no/low spirit drinks

The World’s Most Awarded Gin[1] is launching its first 20% ABV, gin-inspired spirit drink. Beefeater Light is inspired by the brand’s famous nine botanical London Dry Gin recipe and has been crafted in exactly the same way as the rest of the brand’s iconic portfolio, in the heart of London by Master Distiller Desmond Payne MBE.

The new expression offers those seeking a balanced lifestyle the full Beefeater taste and exceptional quality with half the alcohol. Launching exclusively in Spain, Beefeater’s number one market worldwide, Beefeater Light responds to the rise in demand for lower-ABV spirit drinks. In Spain, 54% of consumers are reducing or considering reducing the consumption of alcohol, to support a more balanced lifestyle[2].

Murielle Dessenis, Global Marketing Director for Beefeater, comments: “Our target audience of Urban Explorers are actively looking to make choices that support a balanced lifestyle and having choice within lighter alcohol alternatives plays a big role within this. Beefeater Light has received positive consumer feedback from those seeking a new way to enjoy the Beefeater Gin experience with friends, but without the full-strength alcohol content. We can’t wait for consumers in Spain to taste the quality of Beefeater Light, which really does deliver the full taste of Beefeater, the Spirit of London, with less alcohol.”

Desmond Payne MBE, Master Distiller for Beefeater, comments: “Beefeater Light is an all-natural, gin-inspired spirit containing the correct amount of alcohol needed to maintain the distinctive flavour of our famous London Dry recipe. Containing the same nine botanicals used for Beefeater London Dry, Beefeater Light is crafted in the heart of London and its production is overseen by me, as every drop of Beefeater’s award-winning gin has been for the last 25 years.”

Beefeater Light will launch in the brand’s new packaging revealed earlier this month. The new bottle design is inspired by Beefeater’s authentic London heritage and features key enhancements such as a new bottle shape, modelled on the iconic London brick, with facets that not only highlight the brand name but also better facilitates pouring. The new bottle design is inspired by Beefeater’s authentic London heritage and has been designed with sustainability in mind, creating an annual saving of 410 tonnes of plastic (equivalent to 17 million standard plastic water bottles)[3].

Still crafted to this day in the heart of London, Beefeater is continuing to gain momentum worldwide. Beefeater is one of the Top 15 fastest growing brands in Premium+ Spirits globally with over 70 markets growing double and triple-digit in 2019[4]. This is being driven by both London Dry and the brand’s flavour innovations, Beefeater Pink Strawberry, Beefeater Blood Orange and Beefeater Blackberry, which were the number one growth driver in Premium+ Flavoured Gin globally in 2019[5].  

Beefeater Light will be available in Spain from January 2021 with an RSP 13.55€. Beefeater Light is best enjoyed in the same way as a classic Beefeater & Tonic: Beefeater Light mixed with premium tonic, lots of ice and served with a lemon and orange wheel.

 

[1] Based on international spirits awards from 2004-2019

[2] GFK Segmentation according to Spirits usage, June 2018

[3] Estimate based on 2019 volume

[4] IWSR 2019

[5] IWSR 2019