Beefeater Gin Celebrates Spirit of London with Limited Edition Bottle and Landmark

Beefeater, the World’s Most Awarded Gin, has collaborated with lettering artist, and fellow Londoner, Rachel Joy, to launch a joy-inducing, limited-edition bottle design, which encapsulates the multi-faceted and unique essence of London. 

To celebrate the global launch of the collaboration, on Tuesday 26th September Rachel Joy and Beefeater Gin disrupted King’s Cross St Pancras Station for 24-hours by dropping six, larger-than-life, representations of Rachel’s lettering artwork into the station to bring to life her unique style and interpretation of what the Spirit of London means to her. 

London-based artist Rachel Joy commented, “I grew up in London and I have always felt a deep connection to the city's energy, rich artistic heritage, diverse identity and modern attitude. It's provided a backdrop that has continuously inspired my lettering artwork.

It's been amazing to partner with Beefeater Gin, an iconic brand also rooted in London. Being able to infuse the capital's lettering into our collaboration really captures and brings to life London's spirit. I hope the bottle design and installation radiate joy, vibrancy and the love I have for London.”

To encourage urban exploration of London's unique, diverse and multi-faceted neighbourhoods, the brand has teamed up with four bars, offering complimentary Beefeater Gin G&Ts to allow people to enjoy a convivial moment together in the city. Each bar was thoughtfully selected by Beefeater Gin for its local atmosphere that’s cherished by its residents. Upon arriving at these beloved establishments, urban explorers simply need to mention 'Beefeater x Rachel Joy' to the bartender to redeem the offer for themselves and a friend. 

This unmissable offer is available from September 26th to October 8th, inviting both Londoners and visitors to rekindle their love for the city and savour a drink with friends. Participating bars can be discovered through an illustrated map on the Beefeater website. The participating bars, include: 

• Beefeater Distillery, Kennington
• Little Bat, Islington
• Callooh Callay, Shoreditch
• Callooh Callay, Chelsea
• The Pilgrim, Kennington 

Murielle Dessenis, global vice president of marketing at Beefeater, comments, “We’re excited to be spreading the Spirit of London globally though our latest collaboration with London-born lettering artist Rachel Joy, who has revisited our pack design inspired by the creativity, energy and diversity of the city with her unique style of lettering embedded in London street art. We are delighted that the launch will be in our heart and home, and that Beefeater-lovers around the world will soon be able to own their own unique artwork representing the very best talent of London.” 

In the UK, the limited-edition Beefeater London x Rachel Joy bottle will be exclusively available from the distillery shop and online via the London Beefeater Distillery website, Drinks Supermarket, and World Duty Free across the UK in 2024. It will also be available in 9 further countries, including Italy, France and Canada, starting from September this year.