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Beefeater reveals #MyLondon limited edition bottle

Pernod Ricard has launched the Beefeater #MyLondon limited edition bottle following its ‘This is My London’ campaign.

Beefeater #MyLondon
The Beefeater #MyLondon limited edition bottle made up of 1000 photos of the city provided by Londoners

The limited edition bottle was created using 1,000 images crowd-sourced from Londoners during the #MyLondon competition.

The competition ended in November 2012 with a giant laser-projection in London’s Covent Garden Market which saw thousands of Londoners share what the capital city meant to them through their favourite photographs.

Of the images uploaded to the Beefeater website,1,000 were selected by a panel of judges to be featured on the Beafeater #MyLondon bottle.

Paco Recuero, global brand director for Beefeater Gin, said: “As the only international gin brand to have its distillery in London, Beefeater is uniquely placed to communicate with Londoners and represent the city’s diversity and creativity.

“The ‘This is My London’ campaign and our new #MyLondon Limited Edition bottle show how brand interaction with consumers can be engaging and inspiring.”

Combining instantly recognisable cityscapes with more contemporary figures, the packaging embodies the UK capital’s creative culture, while displaying the iconic Beefeater cues including the Yeoman silhouette.

The new bottle will be available from this month in 22 markets around the world, including Spain, UK, Taiwan and Australia.

The launch of the bottle follows the announcement that Beefeater will become the first London gin distillery to open a visitor centre. ‘Beefeater London – The Home of Gin’, will offer guests the opportunity to learn about the history of gin through a series of interactive showcases.

The experience will culminate in the opportunity to watch the live gin production process in the distillery’s cathedral-like still house. The visitor centre is due to open later in 2013.

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