Beefeater gin has collaborated with lettering artist Rachel Joy to launch a new limited-edition bottle design, said to encapsulate the essence of London.
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.”
Beefeater x Rachel Joy Limited Edition
One London distillery, nine stills and as many botanicals make The World’s Most Awarded Gin, under the supervision of the world’s most experienced Master Distiller, Desmond Payne.
A quintessential London Dry Gin, Beefeater has a remarkably clean flavour, with a bold juniper character that is balanced with strong notes of citrus.
Based on Founder, James Burrough’s original 19th century recipe, the botanicals in Beefeater London Dry are steeped for 24 hours prior to distillation resulting in a complex, yet perfectly balanced gin of depth & integrity.
Beefeater’s heart and home in London and the variety of typography throughout the city are the inspiration behind this bold and vibrant Limited Edition of Beefeater London Dry, designed by London lettering artist Rachel Joy.