Colourful pack can turn heads

Beefeater’s artistic new packaging

The London look: artist Lakwena with the limited-edition Beefeater London Dry.

SPIRITS giant Pernod Ricard has launched limited-edition packaging for its flagship gin brand Beefeater London Dry.

The new bottle was created in collaboration with London-based artist Lakwena. It features the artist’s signature bold colours and mottos, with a clashing colour palette that Pernod Ricard reckons will boost standout on shelf.

To support the bottle launch, Lakwena has created three mottos that will be rolled out across digital channels. The three mottos are: We Mix and Blend, We Work and Play, We Move and Shake.

Lakwena has also taken over the Beefeater Distillery in the heart of London through the installation of a bespoke- large-scale mural.

Beefeater x Lakwena Limited Edition Bottle is available globally in 70cl, 75cl and 1L formats.

Leanne Banks, marketing director for Pernod Ricard UK, said: “What better way to pay homage to The Spirit of London than by collaborating with an artist who embodies the very essence of London as a culture capital. Lakwena’s bold art is a constant source of positivity and optimism, refreshing our love of life in the city.

“We’re excited to be offering our consumers a unique opportunity to own a truly unique and vibrant collector’s item and to be providing something new that is sure to make noise on shelf or on the back bar.”