Beefeater unveils new bottle design

Beefeater Gin has unveiled a new packaging for its bottle dedicated to the brand’s home city of London.

The ‘iconic’ Yeoman of the Guard remains above the Beefeater logo but the front of the bottle now features a drawing of the river Thames and several of London’s own iconic landmarks such as Tower Bridge, HMS Belfast, the London Eye and Houses of Parliament.

The design is meant to be a “strong evolution” of the brand’s visual identity and Beefeater canvassed consumers in key markets such as the US and Spain during the course of its research.

Eric Sampers, Beefeater’s global brand director, comments: “I am thrilled to be working on such a fantastic brand. Beefeater London Dry is a bold, creative gin underpinned by tradition, with a huge amount of respect from the trade and consumers.

“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. 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 gin has of course remained the same, as it has done since our founder James Burrough created the original recipe. After all, we’re the most awarded gin in the world – why would we change it?”

The new bottle will be rolled out towards the end of this month.