Beefeater launches London pack

17 January, 2012

Beefeater gin has launched a limited edition pack to celebrate its London heritage.

The Forever London pack, featuring sketches of Thames landmarks and characters including a man in a bowler hat, will launch with 35cl bottles this month, before extending to 70cl bottles in March.

It will be available in Tesco and Waitrose.

Pernod Ricard UK marketing controller Vicky Wood said: “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.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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