Beefeater the UK's number one premium gin brand, is outperforming the market and enjoying faster growth than any other gin brand in the off trade according to the latest Nielsen figures released by Allied Domecq Spirits and Wine Ltd (ADUK).

MAT data for the off-trade to October 2001 show Beefeater growing by 76.7%, compared with a mere 0.6% for the Category as a whole. The rate of growth is even more impressive when looking at the bi-month figures, which show an increase of 109% compared with market growth of just 6.6% and a loss shown by the number one gin brand of –1.8%.

"2001 began well for us with Beefeater growing by 2.2% in the off-trade on a MAT basis to February 2001 during a period when the market declined by -2.1%," said Rosie Kent, Marketing Development Manager responsible for Beefeater® at ADUK. "Since that time sales have soared, reflecting the success of our repackaging initiative to give the brand a more contemporary feel and the increased distribution now enjoyed in key multiple grocers."

It is clear that multiple retailers are fully exploiting the sales opportunity presented by Beefeater in its new livery. MAT results show growth of 330% in the multiple grocer sector, with bi-monthly data indicating over 340% growth. This increase is backed up by significant customer pull-through – Beefeater shows the strongest growth of all the gin brands in Rate of Sale year on year in the multiples (120%).

Kent is confident and excited about Christmas 2001, sales data for which will be available in the next few weeks. "We’re expecting some excellent figures this year," she said. "Christmas 2000 was very good with uplift for Beefeater of 103% in the off-trade compared with just 45% for the category. Sales data last year showed Beefeater growing by 52% on a MAT basis, but given the recent growth rate of the brand in the pre-Christmas period I am confident that this year's figures will be even better."

Although Beefeater is the second biggest brand in the total gin market, it is the clear leader in the premium gin sector, enjoying 73% consumer recall - some 50% higher than its nearest premium competitor. This can be a crucial factor at Christmas when consumers look to trade-up from standard gin brands. Research also indicates that about 50% of Christmas-only purchasers tend to be younger consumers aged between 18-44 years old, who are more likely to be attracted to Beefeater’s contemporary, more assertive look.