Branding agency Boundless has helped Beefeater launch into the RTD (ready-to-drink) market, with new products London Dry Gin & Tonic and Pink Strawberry Gin & Tonic.

The popularity of Beefeater flavoured gins has been on the rise globally, and the brand now accounts for 10 per cent of all alcohol sold nationwide in Australia. The new drinks needed to come across as authentic and appeal to the premium gin drinker.

The high-end packaging crafted by Boundless harnesses bespoke illustrations that are on-trend in terms of colour and design, creating a synergy with Beefeater’s core branding. “Within an increasingly popular category, this new packaging is both visually vibrant and bold, standing out and capturing attention,” says Boundless’ founder and creative director Hamish Shand.

“Taking our 200-year heritage, our world’s most-awarded gin, and putting it in a can that is relevant for this consumer was always going to be a challenge,” says Jason Whalley, global marketing manager, Pernod Ricard Gin Hub. “The team at Boundless cracked it, delivering standout on shelf, cue refreshment and appetite appeal, whist remaining premium and true to brand.”

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