Beefeater prepares for its TV premiere

PERNOD Ricard is gearing up to launch a major marketing push for its Beefeater gin brand.

The multi-million pound Spirit of London advertising campaign will launch on 19th April and run until the end of August. In addition to spots on ITV, Sky and Channel 4, the new ad will appear on digital channels including YouTube, Twitter, NME, Vice and Spotify as well as featuring in promotional materials in the on-trade once venues begin to reopen.

The new campaign coincides with the launch of a new packaging design across the Beefeater range, which is rolling out this month.

“This is a significant investment for Beefeater and the start of a blockbuster few months,” said brand director Laura Stephen.

”The new pack is a real step-change and has already enabled us to secure new off-trade listings for Beefeater London Dry, ensuring that more bottles are on shelf when our brand new TV advert and wider marketing campaign launches in April.

”The on-trade is equally important to us and we can’t wait for the gradual re-opening of outdoor hospitality. We have ensured our new flavour, Beefeater Peach & Raspberry, will be rolled out in this channel for consumers to enjoy with friends and family at long last.”