Allied Domecq is rebranding Beefeater Gin for the first time since it was launched in 1820, as part of an attempt to appeal to younger consumers.
A new bottle design, featuring a transparent label and a slimmed-down, younger-looking Yeoman, will be rolled out in the US, Canada and the duty-free market in the New Year, with a UK launch planned for August 2001.
“This is the biggest and most dramatic change in Beefeater’s history in terms of packaging,” says Beefeater’s marketing director Andrea Ghiglione.
“The bottle and the label have remained basically the same since 1820, when Beefeater Gin first appeared.
“What we have tried to do is to modernise and rejuvenate the design, while still retaining the heritage and traditional element,” Ghiglione added.
The rebranding will be supported by a $50m (£30m) advertising campaign in Beefeater Gin’s “investment markets”, the US and Spain, which were created by BBDO and Publicis respectively.
Press ads will show a Beefeater showing off his “six-pack” in an attempt to reposition the brand to younger consumers, including women.
Ghiglione says no advertising is planned for the UK in the next 12 months.
The last UK advertising campaign in 1994 was created by Publicis and emphasised the gin’s 40 per cent alcohol by volume.
Beefeater Gin is the fourth largest global brand in its category, with annual sales of about 1.2 million barrels.