Beefeater unveils new premium bottle design

BEEFEATER, the London dry gin, has unveiled a new premium bottle design inspired by the brand’s heritage.

The new look coincides with 200 years of distilling and 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.

The new bottle also uses 100% recyclable glass, with the existing cap being replaced with a ‘premium’ embossed, aluminium cap and the label has moved from PVC to paper for what Beefeater said will allow for a more ‘crafted’, ‘elegant’ feel.

Murielle Dessenis, global brand director at Beefeater, commented, “Whilst our packaging has evolved our award-winning gin remains the same, with every drop distilled in the heart of London. The design of a bottle, from its shape to its label, paints a picture of what the liquid inside will taste like. The brand is fortunate enough to have 200 years of distilling heritage to draw from and this new pack certainly celebrates the history but also looks forward to the next 200 years.

“The new design has performed well with bartenders and consumers alike, and we’re proud to have designed this new iteration of Beefeater’s iconic bottle with sustainability in mind, taking the brand on to the next step in its journey with a natural evolution for today’s gin enthusiasts.”