Beefeater London Travel Edition launches with Dufry at WDF UK stores

By Charlotte Turner |

Pernod Ricard Global Travel Retail (PR GTR) has launched a Beefeater gin London Travel Edition, with Dufry, to appear in World Duty Free stores across the UK.

 

While the original liquid remains unchanged, the bottle itself features a new unique label created by a London street artist, inspired by ‘modern city living’, whilst also paying tribute to ‘the brand’s heritage and provenance’.

 

The new look, which coincides with the brand’s 200th anniversary, features key enhancements such as a new bottle shape, modelled on the iconic London brick, with facets that not only highlight the brand name but also better facilitates pouring for bartenders.

 

RECYCLABLE ELEMENTS 

“The updated design modernises key elements of the current bottle, including the iconic Beefeater Yeoman and arched logo,” added PR GTR.

 

The new bottle uses a 100% recyclable glass, the existing plastic cap has been replaced with a premium embossed, aluminium cap and the label has moved from plastic to paper for a ‘crafted, elegant feel’, added the drinks company.

 

These reductions have allowed the brand to create an annual saving of 410 tonnes of plastic (equivalent to 17 million standard plastic water bottles).

 

Murielle Dessenis, Beefeater Global Brand Director 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.”

 

‘CREATIVE AND URBAN’

Antonio Duva, General Manager Travel Retail EMEA, Americas & Pacific at Pernod Ricard added: “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”.

 

Paul Martin, Dufry UK Liquor Manager 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 will be hosting activations amplifying the launch at Heathrow airport in London.

 

Throughout October in Heathrow Terminals 2 and 5 Beefeater will be displaying its ‘Spirit of London’ campaign videos across an array of digital screens and promoting its new Beefeater London Travel Edition alongside Beefeater Blood Orange and Beefeater Pink, with tasting opportunities available inside Dufry’s World Duty Free stores in Heathrow Terminal 2 and Terminal 5.

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