Beefeater Gin rolls out refreshed branding

Pernod Ricard UK has refreshed its Beefeater Gin brand, with a new more premium bottle design that is 100% recyclable.

The new glass bottles are modelled on the iconic London brick, with facets that not only highlight the brand name but also better facilitates pouring for bartenders, the company says.  The plastic cap has also been replaced with a more premium, embossed, aluminium cap, while the PVC label been replaced with a paper label, which the company says gives a crafted, elegant feel.

The move allows the  brand to save around 410 tonnes of plastic every year – the equivalent to 17 million standard plastic water bottles.

Murielle Dessenis, global brand director at Beefeater, said the new pack celebrated the brand’s 200-year history, “but also looks forward to the next 200 years”.

According to data from IWSR, in 2019  Beefeater was one of the Top 15 fastest growing brands in Premium+ Spirits globally with over 70 markets growing double and triple digit in 2019, driven by both the original London Dry and new variants such as Beefeater Pink Strawberry and Beefeater Blood Orange, which were the number one growth driver in Premium+ Flavoured Gin globally in 2019.

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