Published On 03/01/2017


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Beefeater, the world’s most awarded gin[1], is investing in the category with the unveiling of its latest bottle design for Beefeater 24 in the UK. The new red glass bottle reflects the products super-premium quality and will increase visibility on the back bar by appealing to consumers who are looking to explore the category further.

The super-premium gin category has seen a continued period of growth and the new bottle has been developed in response to evolving consumer demand. The contemporary re-design will enhance the products stand out against competitors, while reinforcing the differences between Beefeater 24 and Beefeater Dry. It will also help Beefeater to attract new consumers looking to explore the super-premium gin category.

Inspired by the Arts and Crafts movement of the 20th Century and reinforcing the brands London heritage, the unique bottle design mirrors the super-premium gin’s 12 botanicals, which were carefully selected by Master Distiller Desmond Payne following two years of experimentation. The filigree on the bottle is unique to the Royal Dalton factory that was located next to the original Beefeater distillery.

Beefeater is the only historic dry gin distilled in the capital city and the new iconic Beefeater 24 bottle will continue this legacy by containing the same award winning gin. Japanese Sencha and Chinese Green teas are distilled with the nine traditional Beefeater botanicals, giving Beefeater 24 a complex flavour profile. The inclusion of grapefruit peel further enhances Beefeater’s classic citrus notes. These additions work together to create a distinctive and highly original gin with a long finish that demonstrates the benefit of Beefeater’s unique process, which requires steeping all the botanicals on pure spirit for a full 24 hours before distillation.


[1] Certified by Digitab Research in 2015

Beefeater 24 packshot

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