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No.3 gets revamped bottle and brand platform

Berry Bros. & Rudd's No.3 London Dry Gin will unveil a new bottle design as part of a wider campaign titled The Art of Perfection.

The new bottle design will be revealed on Monday 1 July 2019 at London's Imbibe Live. 

Designed by Stranger & Stranger, the new hexagonal bottle shape is said to reflect each of the six botanicals in the No.3 recipe, and the turquoise colour signifies the refreshing taste delivered by the perfect balance of juniper, citrus and spice. The name and iconic key remain front and centre, reflective of Berry Bros. & Rudd, the brand creator’s home at No.3 St James’s Street for over 320 years.

The new look for No.3 is accompanied by the introduction of a new brand platform entitled The Art of Perfection – inspired by the distilling artisans behind No.3. At the heart of the platform is a unique series of striking imagery, which transforms the liquid into colour. Each visual is created by placing the gin under the microscope and capturing the finer detail through scientific photography. To launch the new The Art of Perfection platform to trade and consumers, a series of collaborations within the sphere of art and design are planned this year, commencing with a partnership with London Design Festival.

Roy Evans, No.3 Gin head of marketing, says: “Our purpose at No.3 is to inspire perfection in all that we do. The new bottle is testament to this; the intricate detail and superior glass beautifully packaging our Gin, which is distilled with incredible precision by our team of experts. We are passionate in our pursuit to offer consumers No.3 as a beacon of undisputed quality within the congested world of gin; gin, just as it should be.”

After its unveiling at Imbibe Live (stand C150), the new No.3 bottle will be featured at selected accounts, including Artesian, Coral Room, The Savoy and Berry Bros. & Rudd in September, before national release in October. To support the new release across on- and off-trade, there will be an above the line advertising campaign spanning print, digital and out of home media.

26 June 2019 - Sam Coyne The Drinks Report, editor