Pernod Ricard has unveiled the main elements of its revitalisation plan for Beefeater Gin, the number two premium gin in global travel retail and the world?s number one premium gin.

The plans include a new look for the bottle as well as a global consumer advertising campaign entitled 'Forever London' which brings the traditional London roots of the brand to life with a fresh contemporary twist.
Following the global launch, the new look will be rolled out from the end of May whilst the London-influenced platform will be seen in below the line executions in the forthcoming months.
The new 'Forever London' advertising campaign, created in conjunction with advertising agency Publicis, builds on the brand?s long association with London and is a visual representation of both Beefeater?s traditional heritage and its place in contemporary London.
Each execution is a collage of globally recognised London icons and images from London's past and present, which have been painstakingly selected to convey the true style of Beefeater?s London. Images include London fashion, red London buses, the Houses of Parliament, black cabs, red telephone boxes, and of course Londoners themselves. The main models featured in the advertising reflect real London as they were recruited from London?s streets.
The new global campaign has been developed to support the brand in its key domestic markets, including Spain and the USA. Initially it contains five print (Tattoo Lady, Suit Man, Bowler Hat, ?60s Girl, Flower Girl) and two outdoor (Tattoo Lady, Bowler Hat), all using the tagline 'Forever London since 1820'.
Martin Riley, International Marketing Director for Chivas Brothers, comments: ‘The new advertising is original and highly impactful and the perfect fit for Beefeater in the 21st century. Each execution is a piece of art in itself and as the most authoritative gin brand in the world, we believe that Beefeater is in the perfect position to push the boundaries and create an advertising campaign that will really create emotional resonance with our consumers around the globe.’
Nick Blacknell, Brand Director for Beefeater Gin, adds: ‘Beefeater is an international brand of huge popularity – it is the world?s largest selling premium gin at 2.3 million nine litre cases – and appeals to a stylish audience. It therefore needs to have a fresh and sophisticated look in line with our ambitious plans for the brand. The new packaging is a bold move that positions Beefeater as a contemporary brand and the new design has researched exceptionally well, with consumers appreciating the quality and provenance cues.
‘Beefeater?s new look will elevate the position of the brand in this channel by providing a distinctive and impactful look which we believe will stand out against both our competitors and the spirit category in general.’
Blacknell concludes: ‘Last year, I commented that every aspect of brand related marketing and the brand itself was being reviewed and this is the culmination of that process. We now have the tools we require and can focus in 2007 on taking Beefeater to the next level in each of its markets.’