Gin brand Beefeater is entering the Australian and New Zealand ready-to-drink (RTD) market with its new range, and has collaborated with Boundless Brand Design for its packaging design featuring bespoke illustrations.
Beefeater sits under the Pernod Ricard portfolio of brands. The team gave Boundless Brand Design a brief to create an authentic RTD design, which would appeal to a premium gin drinker, while capturing the core branding and craftmanship of Beefeater’s gin and tonics.
The design features a strong strawberry colour, complemented with grey, with various leafy designs across the range, as well as a strong brand mark front of pack.
Pernod Ricard Gin Hub global marketing manager Jason Whalley said the goal was to deliver standout on shelf, cue refreshment and appetite appeal, while keeping true to the brand.
“The team at Boundless cracked it,” Whalley said.
“We have a strong opportunity to drive trial with the new generation of gin drinkers and recruit them into the brand and category, but taking our 200-year heritage, our worlds most awarded gin, and putting it in a can that is relevant for this consumer was always going to be a challenge.”
“The RTD category is incredibly exciting right now, and showing huge dynamism, and the Beefeater RTD range has seen great success in this initial launch period.”
The Beefeater RTD range has two variants – the London Dry Gin with Tonic, and Pink Strawberry Gin with Tonic – and will be rolling out across liquor stores Australia-wide.