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Beefeater 24’s eye-catching display in World Duty Free’s London Heathrow Terminal 5 store |
UK. World Duty Free is playing host to a high-impact launch campaign for Beefeater gin – unveiling new super-premium expression Beefeater 24 at London Heathrow Airport.
Distilled in London, Beefeater 24 takes its name from its 24-hour steeping process and the capital’s 24-hour lifestyle and is presented in a bottle inspired by the Arts & Crafts movement.
Drawing on Beefeater’s heritage, Master Distiller Desmond Payne has created a new recipe made from 12 hand-selected botanicals with a rare blend of teas at its heart.
Beefeater 24 will be brought to life with eye-catching displays in all terminals, said brand owner Pernod Ricard. To encourage consumers to try the new expression and to build awareness of Beefeater 24 as a new luxury brand, trained Beefeater consultants will run cocktail bars in World Duty Free’s stores.
Pernod Ricard Travel Retail Europe Head of Marketing John Smailes said: “We are delighted to be working with World Duty Free on this exclusive launch for our newest super-premium spirit, Beefeater 24. The space and commitment dedicated in-store will provide a striking and memorable platform which travellers in all of London Heathrow’s terminals can’t fail to miss.”
Paul Hunnisett, Liquor Buyer for World Duty Free, added: “We are delighted to work in partnership with Beefeater London surrounding their latest launch Beefeater 24. Continually looking to develop our liquor category, Beefeater 24 is a fine example of offering World Duty Free customers the opportunity to experience this exclusive super-premium gin.”
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