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Beefeater launches Spirit of London edition

Beefeater London gin has an eye-catching new limited edition bottle inspired by the cosmopolitan spirit of the UK’s capital city.

Available from this month in 26 markets worldwide, the design for Beefeater’s Spirit of London limited edition mixes patriotism with style and a hint of eccentricity to capture the essence of modern London, while also highlighting the brand’s claim as the world’s most awarded gin.

Designed for maximum stand-out on shelf, the bottle immediately catches the eye thanks to its striking Union Jack wrap-around design. The brand’s intrinsic link to London’s Yeomen Warders – famously known around the world as Beefeaters – is represented by a cut-out silhouette of the Beefeater figure, which takes pride of place on the standard label of this best-selling London dry gin.

The bottle design also incorporates the brand’s ‘My London’ global advertising by layering an image of Londoner Justin O’Shea, which was used in the campaign, underneath the Beefeater silhouette, to demonstrate the brand’s position as a modern London brand that also has a long heritage.

JC Iglesias, brand director for Beefeater, comments: “Beefeater has long been a worldwide success thanks to its award-winning consistent quality and instantly recognisable taste, but also for its innate links to London, a city which continues to inspire and excite gin fans worldwide. As the only historic dry gin still distilled in London, we wanted to celebrate the vibrant contemporary spirit and traditional eccentricities that encapsulate our home city with our new limited edition bottle and we’re delighted with the final result.

“We are hopeful that this special design will capture the attention and the imagination of gin fans around the world and provide them with a unique memento of London for them to enjoy with their friends or keep as a collector’s item.”

The limited edition bottle will be available in markets globally, including travel retail. It contains the original Beefeater London Dry at 40% abv and will be sold in 70cl, 75cl and 1L formats, with 75cl and 1L bottles at 47% abv also available in select markets.

27 May 2014 - Felicity Murray The Drinks Report, editor