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New limited edition Beefeater gin
Published:  02 April, 2013

Pernod Ricard Chivas Brothers has released a new limited edition expression of Beefeater, the world’s best-selling premium gin.

The #MyLondon limited edition bottle features a design created using 1,000 images crowd-sourced from Londoners during a competition.

The #MyLondon competition, which ended in November 2012 with a giant laser-projection in London’s Covent Garden Market, saw thousands of Londoners share what the capital city meant to them through their favourite photographs, which were uploaded to a dedicated website www.beefeaterginmylondon.com. Of the images shared through the website, 1,000 were then selected by a panel of judges to be featured on the limited edition bottle.

The new design will be available from this month (April) in 22 markets, including Spain, UK, Taiwan and Australia. Combining instantly recognisable cityscapes with more contemporary figures, the packaging is said to embody the UK capital’s creative culture, while also displaying the iconic Beefeater cues including the Yeoman silhouette.

Global Brand Director for Gin, Paco Recuero said: “As the only international gin brand to have its distillery in London, Beefeater is uniquely placed to communicate with Londoners and represent the city’s diversity and creativity. The ‘This is My London’ campaign and our new #MyLondon Limited Edition bottle show how brand interaction with consumers can be engaging and inspiring.”

The launch of the bottle coincides with the announcement that Beefeater will become the first London gin distillery to open a visitor centre. The company says the centre, named ‘Beefeater London – The Home of Gin’, will offer guests the opportunity to learn about the history of gin through a series of interactive showcases and to see, touch and smell the botanicals used within the production process. The experience will culminate in the opportunity to watch the live gin production process in the distillery’s cathedral-like still house. The visitor centre is due to open later in 2013.