Beefeater celebrates London with new design

27th June, 2016 by Amy Hopkins

Chivas Brothers has unveiled a new bottle design for its Beefeater London Dry Gin to “reinforce” the brand’s London origins.


Beefeater’s new bottle design features an map of London

The new look bottle features a hand-drawn map of the British capital, where Beefeater continues to be distilled.

In the Beefeater red colour, the map is situated on the back of the bottle and depicts London’s iconic landmarks, with the unchanged Beefeater logo and Yeoman in the foreground.

The signature of James Burrough, who founded Beefeater London Dry Gin in the 19th century, has been added to the front label, alongside the words ‘The world’s most awarded gin’.

Beefeater said it undertook “extensive consumer research” when redesigning the bottle, polling in several key markets such as Spain and the US.

“The premium gin category is booming, which makes the job even more exciting, and the redesign of the Beefeater London Dry bottle will ensure that our premium expression is leading the surge of interest in the category,” said Eric Sampers, global brand director for Beefeater.

“We’re sure that the new design will encourage consumers to discover the unique qualities that both London and Beefeater share.

“The bottle reflects the changing state of London, perfectly illustrating the mix of tradition and dynamism found in both London and Beefeater.”

The new Beefeater London Dry Gin bottle will roll out globally from June 2016 at the same RRP of £17.50 per 70cl bottle.

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