Beefeater gin has collaborated with lettering artist Rachel Joy to launch a new limited-edition bottle design, said to encapsulate the essence of London.
To celebrate the global launch of the collaboration, Joy and Beefeater disrupted King’s Cross St Pancras Station for 24 hours on 26 September by dropping six representations of Joy’s lettering artwork into the station.
The new limited edition bottle is available to purchase from the Beefeater Distillery shop at an RRP of £17.
To encourage urban exploration of London’s neighbourhoods, the brand has also teamed up with four bars to offer complimentary Beefeater Gin and Tonics, with each bar selected based on particular criteria concerning atmosphere. Visitors simply need to mention Beefeater x Rachel Joy to the bartender to redeem the offer, from September to October 8.
Participating bars include:
- Beefeater Distillery, Kennington
- Little Bat, Islington
- Callooh Callay, Shoreditch
- Callooh Callay, Chelsea
- The Pilgrim, Kennington
Commenting on the collaboration, Joy said: “I grew up in London and I have always felt a deep connection to the city’s energy, rich artistic heritage, diverse identity and modern attitude. It’s provided a backdrop that has continuously inspired my lettering artwork.
It’s been amazing to partner with Beefeater Gin, an iconic brand also rooted in London. Being able to infuse the capital’s lettering into our collaboration really captures and brings to life London’s spirit. I hope the bottle design and installation radiate joy, vibrancy and the love I have for London.”
Beefeater global vice president of marketing Murielle Dessenis added: “We’re excited to be spreading the Spirit of London globally though our latest collaboration with London-born lettering artist Rachel Joy, who has revisited our pack design inspired by the creativity, energy and diversity of the city with her unique style of lettering embedded in London street art. We are delighted that the launch will be in our heart and home, and that Beefeater-lovers around the world will soon be able to own their own unique artwork representing the very best talent of London.”