It was empty, but the strategy was plain. Currently Beefeater is on an extremely attractive price offer, so why not make the most of it and buy a case – that is six bottles. I did precisely this, and whereas it’s not the first time I’ve bought Beefeater in small ‘bulk’, it is the first time I have seen it promoted like this in any supermarket - and I hope that it is not the last.
Indeed, I would go further and applaud ongoing offers on a case of any spirit. Why not a mixed box that would be great at Christmas time? And all this would bring spirits more into the mainstream alongside wine and, of course, beer.
After all, alcohol is alcohol whether it is spirits, wines or beers, and if folk took more notice of equivalency campaigns they would be very surprised.
In the UK one standard drink or unit of alcohol is defined as 10ml or 8g of pure alcohol, which equals one 25ml measure of spirits (40% abv), or a third of a pint of beer (5%-6% abv) or half a standard (175ml) glass of red wine (12% abv). So wine is not quite the ‘sophisticated innocent’ that society has deemed it.
And remember that beer and wine are downed in far bigger quantities than spirits... it’s a digression I know – but nevertheless true.
