Beefeater 24 marks difference with red bottle

Pernod Ricard has launched a new red bottle design for Beefeater 24 gin, at the same time announcing a price hike for the brand.

Beefeater 24’s new bottle design is the colour of the Imperial State Crown’s ruby centrepiece

The brand’s price has increased from about US$31.00 to an RRP of US$39.00.

Its new-look bottle boosts shelf stand-out and aims to help the Beefeater brand “attract new consumers looking to explore the super-premium gin category”, according to Pernod Ricard.

Meanwhile, a bold red colour of glass shows that it is a more premium offering than the core Beefeater London Dry Gin expression.

Red was selected as the bottle’s colour to “pay homage” to one of the UK’s oldest crown jewels – the 170-carat Black Prince’s Ruby centrepiece in the Imperial State Crown. The jewel’s history is entwined with the Tower of London – home to Beefeater Gin’s namesake guards.

Furthermore, the design features the figure of the Beefeater alongside the signature of Beefeater founder James Burrough, while the Tower of London raven – which, according to legend, protected the crown – is visible on the front and reverse labels.

Beefeater 24’s 20^th century glass decoration, which mirrors the gin’s 12 botanicals, remains the same.

“Our new Beefeater 24 design will capture the consumer’s attention, with a striking red colour which makes it clearly stand out from its competitors,” said Eric Sampers, global brand director for Beefeater.

“The updated look will appeal to consumers who are keen to explore the growing super-premium gin category as well as existing Beefeater 24 fans.”

The new bottle rolled out internationally between October and December last year.

In July 2016, Beefeater Gin launched a limited edition bottle design to mark its digital ‘Our London Movie Awards’ campaign.