Beefeater gives its London Dry Gin a 'capital' makeover

Beefeater has given its London Dry Gin a ‘capital-inspired’ makeover.

The new packaging, rolling out now, features a hand-drawn map of London that captures the ‘rich tapestry’ of the city from the viewpoint of Tower Bridge, with other landmarks in the background. The figure of the Yeoman has been repositioned above the Beefeater logo.

Introduced to reinforce the brand as an “authentic product of London”, where the spirit is distilled, the revamp had been designed to “inspire gin lovers to explore the true taste” of the city, said global brand director Eric Sampers. “Our new look will ensure our premium expression is leading the surge of interest in the category.”