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Beefeater reveals stylish, and sustainable, new look

Beefeater is welcoming in the new year with a new premium bottle design.

Inspired by its London heritage, this modern evolution for the classic brand aims to strengthen its highly regarded position around the globe while also demonstrating its commitment to sustainability. 

The new bottle is 100 per cent recycable; the existing plastic cap has been replaced with an embossed aluminium cap, and the PVC labels have been swapped for paper alternatives. Beefeater estimates these changes will allow the brand to save 410 tonnes of plastic annually - equivalent to 17 million standard plastic water bottles.

As well as these enhancements, the bottle shape has been redesigned to improve its appearance and its useability for bartenders. The new look is being rolled out globally from January and will extend across the Beefeater range. 

Murielle Dessenis, Beefeater global brand director, said: "Whilst our packaging has evolved our award-winning gin remains the same, with every drop distilled in the heart of London. The design of a bottle, from its shape to its label, paints a picture of what the liquid inside will taste like. The brand is fortunate enough to have 200 years of distilling heritage to draw from and this new pack certainly celebrates the history, but also looks forward to the next 200 years. 

"The new design has performed well with bartenders and consumers alike, and we're proud to have designed this new iteration of Beefeater's iconic bottle with sustainability in mind, taking the brand on to the next step in its journey with a natural evolution for today's gin enthusiasts."

Owned by drinks conglomerate Pernod Ricard, Beefeater is one of the fastest-growing premium spirits brands in the world. Its range includes strawberry and blood orange-flavoured expressions, as well as Beefeater 24.

12 January 2021 - Bethany Whymark