Beefeater campaign celebrates the glass clink
Pernod Ricard-owned Beefeater gin has launched the third iteration of its ‘The Spirit of London’ global campaign.
Developed by director Camille Bouman and creative agency McCann London, the campaign is being brought to life through a film inspired by the English capital’s cross between century-old traditions and modern culture, which is said to also mirror Beefeater’s heritage and modernity.
London is the home of Beefeater and where the gin is produced.
At the campaign’s centre is the gin and tonic, and more specifically, the ‘iconic’ clink of glasses.
The clink can be heard and is shared all across the city and its many establishments – from secret speakeasies to neon-lit rooftop bars and bustling street markets – Beefeater noted.
Its sound is the spark to ‘unexpected connections and unforgettable moments from dusk till dawn’, the brand also said of its connective power.
Alongside the lead film, The Spirit of London will be supported by activations around the world and throughout the year, such as in city murals, Milan tram takeovers and AI creator partnerships.
Beefeater’s focus for the campaign will also be on collaborations with Al creators, artists and digital platforms.
Murielle Dessenis, vice-president marketing global gins at the Absolut Group, said it “celebrates the culture of clash that lives and breathes in the heart of the city”.
“It immerses you in the effervescent energy sparked by these contrasts of city life,” she continued. “The third iteration of the campaign focuses on that iconic clink of a glass of Beefeater gin and tonic that sparks instant connection and emotes the spirit of community, which rings out across cities across the year.
“No matter where you are in the world, Beefeater will be bringing the essence of urban exploration to life.”
Rolling out across multiple digital formats, the campaign’s 360-approach will tap into markets considered key by Pernod Ricard such as Spain, Italy and Argentina, among others.
The company marked ‘urban explorers’ as the campaign’s target audience, or city professionals who ‘crave the spontaneity, curiosity and excitement of urban life, wherever they live in the world’.
Debut in Brazil
The Spirit of London first launched in Brazil last month, where Beefeater teamed up with influencer Sabrina Sato to close Carnival 2025.
Richard Le Moult, chief marketing officer Latin America at Pernod Ricard, said of the move: “We were thrilled to successfully bring the third wave of Beefeater’s The Spirit of London campaign to Brazil, a country that vibrates with its own unique energy and passion.
“This campaign celebrates the synergy of heritage and modernity, which mirrors the rich contrasts found in both London and Brazil.
“By connecting with urban explorers who seek authentic, shareable moments, we continue to position Beefeater as the gin of choice for those who embrace creativity, spontaneity, and the vibrant spirit of urban life.
“Together, let’s toast to the boundless possibilities of discovery and connection.”
Beefeater is the world’s fourth biggest-selling gin brand according to The Brands Champions 2024 report.
Sales for the brand were flat in Pernod Ricard’s results statement for the first half of its 2025 financial year.
Beefeater’s most recent expression, a grapefruit ‘spirit drink’, was launched to tap into the growing popularity of the Paloma cocktail, with grapefruit being one of the most searched for flavoured spirits.
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