Beefeater gets a sustainable makeover

The new design will use 100% recyclable glass and will be available from March

Pernod Ricard has unveiled a new bottle design for its Beefeater brand, which will launch in the UK from March.

According to the manufacturer, the premium new bottle design is inspired by the brand’s London heritage and will modernise key elements of the current design, including the Beefeater Yeoman and arched logo.

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The new bottle will use 100% recyclable glass, with the existing plastic cap replaced with aliminium. The label has been moved from PVC to paper for a crafted, elegant feel, which has allowed the Beefeater brand to create an annual saving of 410 tonnes of plastic – the equivalent to 17 million standard plastic water bottles.

The full range will benefit from the new design, excluding Beefeater 24.

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Murielle Dessenis, global brand director for Beefeater at Pernod Ricard, said: “While our packaging has evolved, our award-winning gin remains the same. 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.

“Beefeater continues to gain momentum worldwide, with the brand one of the top 15 fastest-growing brands in premium spirits globally with over 70 markets, growing by double and triple digits in 2019. This is being driven by London Dry and the brand’s flavour innovations, Beefeater Pink Strawberry and Blood Orange, which were the number one growth driver in premium flavour gin globally in 2019.”

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