Beefeater 24 has launched a new pack design that has improved sustainability credentials.
Still made from red glass, new packs have a 90% plastic reduction on the closure and back label, as well as 30% less aluminium and 22% less glass.
The new bottle is taller than the previous version to stand out on shelves and the label is sliced at a 24-degree angle to represent the 24-hour steeping of the botanicals – Beefeater’s signature house style – and the more selective cut in distillation taken to create Beefeater 24.
The award-winning liquid remains unchanged and is produced to a recipe that sees three extra botanicals added to the nine core Beefeater ones – Japanese Sencha, Chinese Green Tea and Grapefruit.
Murielle Dessenis, Global VP Marketing Gins at Pernod Ricard, commented: “Beefeater 24 is the super-premium expression of our world’s most awarded gin, Beefeater London Dry, and we are proud to be offering our consumers our award-winning liquid in a new, modern design to enjoy during high-energy moments of conviviality.
“The new Beefeater 24 pack captures the energy of our heart and home in London and, most importantly, takes us one step further on our sustainability journey.”
The new packs of Beefeater 24 (ABV 45%) are available now.
