Beefeater gin launches newly designed bottle pay homage to London

By Erin Smith

Published: 29 June, 2016

Iconic London Dry gin brand Beefeater is launching a redesigned bottle which pays homage to the City.

The bottle features a hand drawn map of London, with several of the city's iconic landmarks prominently marked in the background behind the recognisable Yeoman figure. The map is set on the back of the the bottle acting as a backdrop to the front label.

"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," said Eric Sampers, Beefeater's global brand director.

Beefeater distillery is based in heart of London, near Kennington and the distillery is open to the public for tours everyday except Sundays.

The new bottle which rolls out this month was created following extensive consumer researcher in some of the brand's key markets, which include Spain and the United States.

The new bottle design will also be adding James Burrough's signature to the label. Burrough concocted the recipe for Beefeater gin in the 19th century and it is still the original recipe used today.

"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," said Sampers.

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