Pernod Ricard celebrates summer with Limited Edition Beefeater Gin

By Charlotte Turner |

This summer, Pernod Ricard Travel Retail Europe is staging a major Beefeater Gin activation at Gatwick Airport with its ‘Spirit of London’ experience, which runs until 2nd September.


The ‘airport ‘takeover’ that takes advantage of face-to-face and online interaction with passengers, begins in the World Duty Free tax and duty free store in the Departure Lounge, where an British MINI car can be found.


A ‘vibrant and dynamic’ space has been created in store to celebrate the launch of this year’s Beefeater Gin limited edition #SpiritofLondon bottle, coinciding with World Duty Free Group’s ’Best of British’ Summer promotional campaign.


Travellers are also encouraged to take their Beefeater Gin experience online, uploading their photos to Instagram using #spiritoflondon, continuing their ‘gin journey’ online.




Passengers can use their Instagram profiles and #spiritoflondon to upload and share a picture of the Beefeater space which is then posted onto an interactive Instagram wall in the World Duty Free store. In addition, their snap can be printed as a Polaroid to go in their #spiritoflondon souvenir alongside a gin cocktail book and guide to the Distillery in London.


Adriana Perez, Assistant Brand Manager for Beefeater, comments: “As the UK and Spain are the two of the largest Beefeater markets globally, we decided to inject the heart of the Beefeater brand to Gatwick Airport, the primary hub for travellers of both nationalities.



“We’re excited to launch this year’s limited edition Spirit of London not only with our bold in-airport offering, but also through our engaging social media activity. It means passengers can savour the gin they love in an entertaining space but also get to know the brand more and keep interacting with us even after they’ve left the airport.”


Sue Gosling, Head of Global Experimental Marketing and Creative Solutions at World Duty Free Group, comments: “We’re proud to host Pernod Ricard Travel Retail Europe’s ‘Spirit of London’ takeover in our Contentainment space at Gatwick South Terminal.


“This is one of the first, holistic brand experiences that fully utilises the suite of digital opportunities that come with Contentainment collaborations. Innovative, experiential activities like this bring such energy to the retail space and this creative interaction and passenger engagement (both online and offline) really helps drive footfall. We look forward to welcoming customers who’ve experienced the Beefeater gin journey from the moment they arrive at the airport, through to the store itself”.


Nigel Sandals, Liquor Category Manager UK at World Duty Free Group, continues: “This limited edition, ‘Spirit of London’ bottle has already been well received in store with passengers. With an exciting design that perfectly epitomises the ‘Best of British’, it is a real collectors’ piece and we look forward to seeing some great sales results.”

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