Pernod Ricard's ‘1,000 Londoner' Beefeater bottle
A Beefeater limited edition bottle featuring photos from 1,000 people who entered the gin’s MyLondon competition last November is to be released this summer.
The gin, which is owned by spirits giant Pernod Ricard, invited Londoners to show what the capital city meant to them by submitting their favourite photographs. The final 1,000 images were selected by a panel of judges to be featured on the limited edition bottle.
The new bottle design, said by the spirits producer to “combine instantly-recognisable cityscapes with more contemporary figures”, will be available in both the UK on and off-trade from late June with an rsp of £17.85.
Adam Boita, marketing controller at Pernod Ricard UK, said: “As the only major gin still distilled in the capital, Beefeater is a truly iconic London brand uniquely-placed to showcase the creativity of modern London gin fans.
“We believe the inspiring MyLondon Limited Edition bottle highlights the brand’s intrinsic link to the UK’s capital city, while engaging consumers through a new level of interaction.”
Meanwhile, Pernod Ricard has announced that it will open a Beefeater visitor centre at the gin’s Kennington, south London, distillery later this year. The centre, named ‘Beefeater London - The Home of Gin’, will offer guests the opportunity to learn about the history of gin, as well as watch the live gin production process in the distillery’s cathedral-like still house.