UK. Allied Domecq Duty Free unveiled a repackaging of Beefeater Crown Jewel with a regal look at this year’s TFWA World Exhibition. The deep purple bottle is a first for the white spirit category and reflects the gin’s super premium status, heritage and the need to appeal to a younger market.
Crown Jewel has also been given a distinctive icon on the new bottle, a raven, to further endorse the link between Beefeater and the Tower of London, Just as, in folklore, the ravens are the guardians of the Tower of London, Allied hopes the new emblem will come to symbolise the integrity of the gin.
According to legend, six ravens must remain at the Tower of London or the British monarchy will fall. The names of all the current ravens are listed on the bottle.
The striking dark coloured bottle appears almost black and allows the spirit to be seen through the glass. The award-winning recipe of the gin remains unchanged. Beefeater Crown Jewel has won Gold Medals in the International Wine & Spirit Competition 2003, 2002 and 2001, the International Spirits Challenge 2003, 1999 and 1998 and the Best Gin Greenalls Trophy in 2002.
Crown Jewel 100cl at 50% ABV is priced in duty free and travel retail at €26 to €28.
Pictured: Desmond Payne, distiller manager and brand ambassador celebrates the launch of the new-look Beefeater Crown Jewel
Commenting at the launch party in Cannes, Allied Domecq Duty Free global brands director Michelle Audette told The Moodie Report: “We have always known what a great gin we have in Beefeater Crown Jewel and with the trend towards premium products in the white spirit category, we knew the time was right to raise its profile in duty free.
“When you marry this new presentation with a multi-award winning gin I am confident that we will appeal to our target consumers, males with a high standard of living, who drink primarily premium brands.
“We are ready to take a dominant position, not only in the super premium white spirits category, but in the super premium sector as a whole,” said Audette.
Beefeater Crown Jewel completes the Allied Domecq gin portfolio, which includes Beefeater London Dry gin (the only London Dry gin actually made in London), and Beefeater Wet.
Travel retail enquiries to Michelle Audette at email: michelle.audette@adsweu.com
