Beefeater, the world’s most awarded gin brand, has unveiled a new global marketing strategy to appeal to a new generation of gin drinkers and capture the true essence of London today.
With a long-standing heritage spanning 150 years, Beefeater is from London and is of London, and is still made in the capital today. Under the brand’s new marketing strategy, it will continue to celebrate this legacy, but with a modern twist, capturing the energy and diversity of London city life in the 21st century.
The British gin category has experienced exponential global growth in recent years, with the latest figures showing that exports of British gin grew by 12% in 2016. The strategy will enable Beefeater to continue to tap into this trend, whilst continuing to cement its London roots and distinguishing itself from the rest of the category.
The new direction will be reflected across the brand’s entire marketing programme, both above and below the line – from its advertising campaigns to bottle and merchandise design.
Eric Sampers, Beefeater’s Global Brand Director, comments: “With the global popularity of gin continuing to soar, we want to continue to stand out from the crowd and truly embody the lifestyles and values of our consumers.
“London is the heart and soul of Beefeater and our new marketing strategy takes this to the next level, offering a contemporary twist which we believe will really resonate with the latest generation of gin drinkers. London is one of the greatest cities on earth and we want to bring a little bit of the capital to consumers every time they enjoy our gin – whether that’s here in London, Lisbon or Lima. Our ultimate ambition is to be an icon of London today, and the undisputed number one in premium gin worldwide.”