Pernod Ricard’s UK division has recruited a London-based artist to design a limited edition bottle for Beefeater Gin.
Lakwena Maciver’s ‘The Spirit of London’, which plays into Beefeater’s provenance – the brand’s distillery is also in the UK capital – will roll out to markets including Brazil, Spain, the United Arab Emirates and Beefeater’s home country. Available for a limited period, the pack will appear on UK shelves later this year and in the other countries in early 2023.
‘Beefeater x Lakwena’ has been organised by creative agency Missouri and will be backed by digital and Social Media activity as well as on- and off-premise presence in the UK.
Late last month, Pernod Ricard readied a global activation for its Malfy Italian gin, again focusing on provenance.
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