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January 19, 2021

Pernod Ricard unveils 20%-abv Beefeater Light, Ballantine’s Light

Pernod Ricard is lining up the launches of 20%-abv "Light" expressions under its Beefeater gin and Ballantine's blended Scotch whisky brands.

Pernod Ricard is lining up the launches of 20%-abv “Light” expressions under its Beefeater gin and Ballantine’s blended Scotch whisky brands.

The two products, called Beefeater Light and Ballantine’s Light, will roll out in Spain this month, the brands’ owner said today. The launches are in response to “the rise in consumers wanting to cut down their alcohol consumption and drink more mindfully”, according to the company.

Ballantine’s Light carries an SRP of EUR12.45 (US$15) per 70cl bottle and Beefeater Light is priced at EUR13.55 for the same size. The SRPs are the same as for the full-strength versions of the brand in Spain.

Beefeater and Ballantine’s are two of the biggest spirits brands yet to enter the lower-abv category. In 2019, Emperador launched the 21.5%-abv Whyte & Mackay Light into the UK off-premise with a listing in Tesco supermarkets.

As with Whyte & Mackay Light, Ballantine’s Light cannot be classified as a Scotch whisky because of category rules. Pernod describes Ballantine’s Light as a “lower-abv alternative for Scotch”.

The CEO of Pernod Scotch whisky unit Chivas Brothers, Jean-Christophe Coutures, said: “Our teams have been working hard to create spirit drinks that accommodate mindful drinking without compromising on flavour, and to bring Scotch and gin fans a new way to enjoy the Ballantine’s and Beefeater experience.”    “The longer something goes on, the more permanent it becomes” – just-drinks speaks to William Grant senior category director Ian Baines about post-COVID trends

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