The new bottle shape is modelled on the London brick and is said to better facilitate pouring for bartenders while the updated design aims to modernise the current bottle.
The bottle also uses 100% recyclable glass and the existing plastic cap has been replaced with an embossed, aluminium version while the label has moved from PVC to paper. These reductions have allowed the brand to create an annual saving of 410 tonnes of plastic, or 17m standard plastic water bottles.
Murielle Dessenis, global brand director, Beefeater, said: “The new design has performed well with bartenders and consumers alike, and we’re proud to have designed this new iteration of Beefeater’s iconic bottle with sustainability in mind, taking the brand on to the next step in its journey with a natural evolution for today’s gin enthusiasts.”
Beefeater is one of the top 15 fastest growing brands in premium plus spirits globally with more than 70 markets growing double and triple digit in 2019 according to IWSR. This is being driven by both London Dry and the brand’s flavour varieties including Pink Strawberry and Blood Orange.
The new Beefeater bottle will be rolled out globally from January 2021 and will extend across the full range, excluding Beefeater 24.
