Beefeater Unveils Eco-Friendly Makeover in New Packaging for Popular Gin
A new bottle design for Beefeater 24 promises imbibers a more sustainable sip.
Pernod Ricard-owned spirit brand Beefeater has unveiled a redesign for one of its popular expressions, Beefeater 24. According to a Trend Hunter report published Wednesday, the new bottle and its packaging now feature a reduction of 90% in plastic usage for the cap and back label, coupled with a 30% decrease in aluminum content and a 22% cut in glass content.
The updated packaging highlights the gin’s recognizable red-hued glass profile, now elevated in height and boasting a label sliced at a 24-degree angle, paying homage to the product’s identity. Designed by Boundless Brand Design, the packaging not only adds a touch of sophistication but also ensures ease of grip, as reported by Trend Hunter, enhancing the speed of serving.
“Beefeater 24 is the super-premium expression of our world’s most awarded gin, Beefeater London Dry, and we are proud to be offering our consumers our award-winning liquid in a new, modern design to enjoy during high-energy moments of conviviality,” said Global Vice President of Marketing for Gins at Pernod Ricard Murielle Dessenis.
“The new Beefeater 24-pack captures the energy of our heart and home in London and most importantly, takes us one step further on our sustainability journey.”
Introduced in 2008, Beefeater 24 was crafted by Master Distiller Desmond Payne after recognizing the botanical potential of tea. The inspiration struck during Payne’s quest for a tonic alternative in Japan, where quinine was banned. Experimenting with Beefeater gin and chilled green tea, he created a refreshing twist on traditional tonics.
Beyond the brand’s classic botanicals, Beefeater 24 features Japanese Sencha and Chinese green tea. The product’s name reflects a 24-hour steeping process, infusing the final product with its distinctive herbal and citrus tasting notes.
Read next:
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