A new marketing campaign and bottle design highlighting Beefeater gin's London roots has been launched by Chivas Brothers, at a cost believed to be in excess of £10m. The campaign, which will not run in the UK "in the short term", is centred around London imagery, while the new bottle features a new Yeoman, a silhouette of London landmarks, and has the phrase "Made in London" embossed on the side. Martin Riley, Chivas' International marketing director, admitted that with the exception of Spain, Beefeater's image had "declined", while the packaging "lacked premium cues, and wasn't doing justice to what was in the bottle." London-based design agency Design Bridge was hired to update the packaging and the new bottles will be rolled out in May.
