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Beefeater and Hackett form global partnership

Beefeater 24, Chivas Brothers super-premium gin brand, has commenced a global partnership with Hackett London, the men's fashion brand.

Founded in the UK’s capital city and with a network of 130 stores and concessions around the world, Hackett is expected to make an ideal partner for London-based Beefeater 24, leading to a range of marketing activations within key markets for the gin.

The first of these activations took place last week, at the launch of Hackett’s new flagship store on London’s Regent Street, where a Beefeater 24 bar was also unveiled.

Guests including model David Gandy and Downton Abbey’s Allen Leech were served Beefeater 24 Gin & Tonics at the event, which took place on the first floor of Hackett’s new store, home to the contemporary Beefeater 24 bar as well as to Hackett’s formalwear and Mayfair collections. Guests were invited to tailor their Gin & Tonics with one of three exclusive new tinctures (alcoholic extracts), created especially for Hackett by Beefeater and with flavours including citrus, berry and winter spice. The new tinctures have been created to complement Hackett’s bespoke services and are available to customers in store from today.

JC Iglesias, global brand director for Beefeater 24, commented: “Beefeater 24 is a traditional gin with a modern twist, capturing the essence of contemporary British life. This sentiment is echoed by Hackett and both brands are recognised around the world for their quality, and for their intrinsic links to London and the city’s unique style. A partnership between the two is something that therefore seems very fitting, and we are confident that any resulting activity will resonate well with fans of both brands.”

Jeremy Hackett, chairman and co-founder of Hackett London, said: “Hackett London is very proud to partner with Beefeater 24, a perfect symbol of the wider Hackett lifestyle. The Beefeater 24 sponsored bar at Regent Street is an exciting new feature for the in-store world of Hackett.”

The new Regent Street store is the world’s largest store for Hackett London, standing three storeys high and with 830 square meters of shopping space. Hackett’s shop window to the world, the new flagship will constantly evolve to reflect the current season and Hackett’s latest visual campaigns.

2 December 2013 - Felicity Murray The Drinks Report, editor