Beefeater unveils new marketing strategy

Pernod Ricard's gin brand Beefeater has received a new global marketing strategy designed to appeal to a new generation of drinkers

Under the marketing strategy, it will continue to celebrate its London legacy, but with a modern twist.

The new direction will be reflected across the brand’s entire marketing programme, from its advertising campaigns to bottle and merchandise design.

Eric Sampers, Beefeater’s global brand director, comments: “With the global popularity of gin continuing to soar, we want to continue to stand out from the crowd and truly embody the lifestyles and values of our consumers.

“London is the heart and soul of Beefeater and our new marketing strategy takes this to the next level, offering a contemporary twist which we believe will really resonate with the latest generation of gin drinkers. London is one of the greatest cities on earth and we want to bring a little bit of the capital to consumers every time they enjoy our gin – whether that’s here in London, Lisbon or Lima. Our ultimate ambition is to be an icon of London today, and the undisputed number one in premium gin worldwide.”

24 June 2017 - Sam Coyne The Drinks Report, news editor