Giant gin bottle dazzles Londoners

29 November, 2012

A giant animated laser projection revealed the first impression of the new Beefeater Gin bottle in London’s Covent Garden this week.

Passers-by stopped and stared at the huge neon bottle of Beefeater’s #MyLondon Gin, which features 1,000 images of London to celebrate the drink’s links to the capital.

The limited-edition goes on sale early 2013 and aims to “showcase to the world the capital’s exhilarating spirit”.
Adam Boita, narketing manager for Beefeater, said: “London has been the home of Beefeater gin for over 150 years and this new initiative demonstrates that our capital really is one of the world’s most creative hotspots.

“By calling upon the creativity of London dwellers, we’ve succeeded in making an iconic limited edition bottle that has maximum on-shelf stand out and will be a talking point for both the trade and consumers.”




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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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