Pernod Ricard Global Travel Retail has released its latest travel retail exclusive, Beefeater London Travel Edition, at Dufry’s World Duty Free stores in the UK.
The bottle carries a newly designed label by a London street artist. The lettering is synonymous with the London street art trend, said the brand owner, and the design is inspired by “modern city living” while paying tribute to the brand’s heritage and provenance.
The new look features key enhancements such as a new bottle shape, modelled on London brick, with facets that not only highlight the brand name but also better facilitates pouring for bartenders. The updated design modernises key elements of the current bottle, including the Beefeater Yeoman and arched logo.
The new bottle uses a 100% recyclable glass bottle, the existing plastic cap has been replaced with a premium embossed, aluminium cap and the label has moved from plastic to paper. These reductions have allowed the brand to create an annual saving of 410 tonnes of plastic (equivalent to 17 million standard plastic water bottles).
Beefeater Global Brand Director Murielle Dessenis 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.”
Pernod Ricard General Manager Travel Retail EMEA, Americas & Pacific Antonio Duva said: “Beefeater is the world’s most awarded gin and truly embodies the spirit of London: creative and urban. Our new travel retail exclusive, Beefeater London Travel Edition, is the perfect souvenir or gift, and we are proud to release it with our long-term partner Dufry.”
Dufry UK Liquor Manager Paul Martin 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.”
The brand is hosting activations amplifying the launch at Heathrow Airport terminals 2 and 5 throughout October. Beefeater is displaying its ‘Spirit of London’ campaign videos across digital screens and promoting its new Beefeater London Travel Edition alongside Beefeater Blood Orange and Beefeater Pink. Tasting opportunities are available in Dufry’s World Duty Free stores at Heathrow Terminal 2 and 5.
