Beefeater launches 'Forever London' pack

Pernod Ricard owned, Beefeater, has launched a 'Forever London' limited-edition pack celebrating the brand's heritage in the capital.

The design reflects the history of the brand by using Beefeater's signature advertising creative; original sketches of Thames landmarks combined with contemporary characters, including a man in a bowler hat, a woman with tattoos, and a young couple dancing on the South Bank.

The pack is due on shelves in Tesco and Waitrose, in time for an exciting and significant year for London.

The limited-edition pack will feature the brand's new 35cl format in January, before being released with its recognised 70cl bottle in March.

Beefeater is the latest brand in Pernod Ricard UK's portfolio to be offered in the 35cl size, driven by accelerated interest in - and sales of - the smaller format in the off-trade.

Vicky Wood, marketing controller, Pernod Ricard UK, says, "Beefeater, the only major gin still distilled in the heart of the Capital, is a truly iconic London brand.

"As such, we believed it was important to launch a limited-edition pack celebrating our heritage, at the beginning of a year so significant to many Londoners."