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Beefeater 24 gin receives a makeover

Pernod Ricard has released a new look for its Beefeater 24. A red glass bottle was chosen to increase on shelf visibility and emphasise the gin's premium credentials.

The super premium gin category has seen a continued period of growth and the new bottle has been developed in response to evolving consumer demand.

The  design is expected to make the product stand out against its competitors while reinforcing the differences between Beefeater 24 and Beefeater Dry.

Beefeater also claims it will also help to attract new consumers looking to explore the super premium gin category.

Inspired by the arts and crafts movement of the 20th century, the decoration mirrors the super premium gin’s 12 botanicals, which were selected by master distiller Desmond Payne following two years of experimentation. The filigree on the bottle is unique to the Royal Dalton factory that was located next to the original Beefeater distillery.

The bottle’s red colour pays homage to one of the UK’s oldest crown jewels, the 170-carat Black Prince’s Ruby centrepiece in the Imperial State Crown. Similarly to Beefeater, the history of the precious stone is intertwined with the Tower of London and the Yeoman Warders who guard it. The figure of a Beefeater has been introduced alongside the authentic signature from Beefeater founder, James Burrough. The Tower of London raven, which is historically said to protect the crown, is clearly visible on both the front and reverse of the bottle.

Global brand director for Beefeater, Eric Sampers, comments: “Our new Beefeater 24 design will capture the consumer’s attention, with a striking red colour which makes it clearly stand out from its competitors. Beefeater 24 is a very special gin – created by the world’s most experienced gin master distiller, Desmond Payne – and we want people to know just from looking at the bottle that there is a high-quality liquid inside. The updated look will appeal to consumers who are keen to explore the growing super-premium gin category as well as existing Beefeater 24 fans.”

The new bottle design for Beefeater 24 has been available in Czech Republic, Bulgaria, Slovenia, Sweden, Netherlands and France since October, with a revised RRP at US$39. It was then rolled out to Andorra, Portugal, Germany, Thailand and USA in November and Morocco, New Zealand, Norway, UK and South Africa in time for Christmas 2016.

25 January 2017 - Sam Coyne The Drinks Report, editorial assistant