Beefeater launches GTR-exclusive London Travel Edition Gin

Pernod Ricard Global Travel Retail (PR GTR) has announced a travel retail-exclusive Beefeater Gin release.

The Beefeater London Travel Edition will be available in Dufry's World Duty Free stores across the UK. In-keeping with Beefeater's "Spirit of London" branding, the bottle houses the distillery's original London dry gin but features a label created by a London street artist, to embody both the brand's heritage and the modern city.

The special edition coincides with 200 years of distilling heritage at Beefeater and will use the new-look bottle, which was introduced earlier in 2021 and is 100 per cent recycable. 

Murielle Dessenis, Beefeater global brand director, said: " Our exceptional-quality gin is made in the very heart of London at the Beefeater Gin Distillery in Kennington. We're proud to launch a product so closely linked to our roots and deliver a bottle that showcases our brand's home."

Paul Martin, Dufy UK liquor manager, said: "We are thrilled to offer our customers the opportunity to purchase Beefeater London Travel Edition. Beefeater can trace its distilling heritage back to 1820 and is the most experienced in the world, so it's an honour to present this unique bottle to all our customers when they visit our World Duty Free stores in airports across the UK."

To support the Beefeater London Travel Edition launch, the brand will be hosting activations at Heathrow Airport's Terminals 2 and 5, displaying its Spirit of London campaign videos and hosting tasting opportunities inside Dufry's World Duty Free stores at the terminals.

29 October 2021 - Bethany Whymark