Pernod Ricard is launching a limited edition Beefeater pack to celebrate the London Olympics.
The Inside London commemorative bottle is pillar-box red and features iconic images of London such as road signs and bowler hats.
Beefeater is the only major London dry gin to still be distilled in the capital.
In July the brand will publish a Guide to London’s Hidden Gems, listing lesser-known bars, shops, parks and museums around London and key facts about the city. The guides will be distributed by Time Out and in train stations, airports and shopping centres, and will also feature on Beefeater-branded taxis.
The campaign is just part of a number of plans Pernod has unveiled for its spirits brands this summer.
Malibu’s Malibutique pop-up styling boutique will travel to Birmingham, Cardiff and Liverpool this year, offering women pampering experiences including hair styling, make-up and tanning. The brand will also run campaigns in Asda and Tesco in May that aim to teach consumers how versatile the rum can be.
There will also be a new pre-mixed Malibu & Cloudy Lemonade can.
Jameson Irish whiskey will launch a Father’s Day gift pack in May – its 70cl bottle will come in a metallic-finish green and silver box with different designs on each side, so that retailers can build interesting displays in-store.
Pernod will update its Drinkspiration app with 3,000 different recipes for its brands for the summer.
Customer marketing director Dan Reuby said: “Even in the economic climate we are in premium spirits continue to grow. It is a season of sporting and celebration this summer so there are lots of reasons for retailers to get behind premium spirits.”