BEEFEATER HIGHLIGHTS ITS LINK TO CONTEMPORARY LONDON

WITH NEW INTERACTIVE WEBSITE

 

 

Beefeater Gin, has continued its brand revitalisation with the relaunch of an interactive consumer website focusing on the brand’s London heritage at www.beefeatergin.com . The internet is a crucial tool in creating an interface with gin drinkers around the globe and the perfect medium to deliver and reinforce Beefeater’s new brand identity.

 

Navigation of the site from the homepage is based on a map of London, where different areas of the capital correspond with different elements of the brand. The two highlights of the site, London Art and the Beefeater podcasts, are represented by Hoxton and Speakers’ Corner respectively.

 

 

Hoxton, home to London’s new bohemia, plays host to a London Art section, designed to underpin Beefeater’s cool, iconic status. Visitors can design their own London Art on-line by selecting from three styles – ‘iconic’, ‘pop-art’ or ‘freestyle’.

 

The resulting pieces of art can then be submitted to the virtual art gallery where visitors can use their own London Art, or choose from the gallery, to create an e-card or have the design printed onto a t-shirt for just £13.50 in the UK and £14.50 for the rest of Europe.

 

The virtual galleries also allow visitors to vote on their favourite design within each section. The top 15 designs will be judged by an expert judging panel and the overall winners in each section will win an art lover’s weekend in London, including a guided tour of the historic Beefeater distillery and visits to London’s premier art galleries and trendiest night spots. 

 

Speakers’ Corner in Hyde Park has long had a history of interesting discussion topics and this tradition is maintained on the website with a fun and interactive element developed specifically for the website that allows the brand to educate millions of consumers around the world about the history of Beefeater and how it is being enjoyed today.

     

Beefeater has teamed up with a star-studded line up of cocktail legends from both sides of the Atlantic to produce three podcasts that focus on: the history and heritage of gin - featuring a guided tour of the recently renovated Beefeater distillery, in which Master Distiller Desmond Payne explains why Beefeater is the most awarded gin brand* in the world; an insider’s guide to the gin cocktail scene in London, including a discussion on the trend for contemporary takes on classic gin cocktails led by some of the capital’s leading mixologists; and a synopsis of what New York’s cocktail gurus are doing with the hottest spirit of the moment and the best places to enjoy these creations.

 

Brand Director for Beefeater Gin, Nick Blacknell, comments: “The new website will create a dynamic premium on-line home for the brand that is in keeping with its contemporised image and Beefeater’s new positioning, whilst also offering fascinating information about Beefeater in an accessible and fun manner.” 

 

*Awards - Beefeater has picked up the prestigious IWSC trophy for Best Gin more times than any other gin brand in the last 10 years (1999, 2002, 2003, and 2004)