Beefeater came to us with a brief: to redefine the Beefeater brand world. They were seen as the gin for the older generation, and they wanted to become more distinct and relevant to modern gin drinkers.
We knew our audience. They are young, urban and positive. They, more than any other generation, embrace the now, uniqueness and norm breakers — and they respect brands that confidently do the same thing. We didn't want to be a part of the hazy, imaginary worlds of gin brands. We wanted a change. It was time to ditch the imaginary and create a new normal in gin.
Everything we make embraces the energy and diversity of urban life.
We are Beefeater, the real London dry gin.