Beefeater unveils stand-out new look


Beefeater, the quintessential London Dry Gin, is welcoming in a new era with a new bottle design. Inspired by the brand’s authentic London heritage, this evolution for Beefeater emphasises its position as the World’s Most Awarded Gin [1], strengthens existing premium and modern design cues and features optimised sustainability credentials.

The new look coincides with 200 years of distilling heritage 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 updated design modernises key elements of the current bottle, including the iconic Beefeater Yeoman and arched logo. The new bottle uses 100 per cent recyclable glass, the existing plastic cap has been replaced with a premium embossed, aluminium cap and the label has moved from PVC to paper for a crafted, elegant feel. These reductions have allowed the brand to create an annual saving of 410 tonnes of plastic (equivalent to 17 million standard plastic water bottles) [2].

“Whilst our packaging has evolved our award-winning gin remains the same, with every drop distilled in the heart of London,” said Murielle Dessenis, Beefeater Global Brand Director. “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.”

Beefeater is one of the Top 15 fastest growing brands in Premium+ Spirits globally with over 70 markets growing double and triple digit in 2019 [3] . This is being driven by both London Dry and the brand’s flavour innovations, Beefeater Pink Strawberry and Beefeater Blood Orange, which were the number-one growth driver in Premium+ Flavoured Gin globally in 2019 [4].

The new Beefeater bottle will be rolled out globally from January 2021 and will extend across the full range, excluding Beefeater 24.


[1] Based on international spirits awards from 2004-2020

[2] Estimate based on 2019 volume

[3] IWSR 2019

[4] IWSR 2019