Beefeater Unleashes the Spirit of London in a Digital-First Global Campaign

​Beefeater, the world's most awarded gin is reigniting 'The Spirit of London' global campaign in 2025, building on the success of its previous rollouts in 2020 and 2022. This latest iteration sees the iconic brand tapping into AI Creators, artists and digital platforms, creating an expansive campaign with digital media at the heart. The brainchild of gen z director Camille Boumans and created by McCann London, the campaign film implores viewers to satisfy their thirst for the effervescence of life, inspired by the brand’s vivacious home city of London and the notorious clink of a Beefeater gin & tonic cheers.

Embracing London’s timeless energy, the campaign will roll out globally from March 2025, following a Brazil launch that saw the brand work with influencer Sabrina Sato, team up with Vogue for their annual ball and a vibrant parade appearance to mark Carnival’s closing day. Beefeater’s most ambitious and immersive campaign yet, The Spirit of London will see activations such as city murals, Milan tram takeovers and AI creator partnerships in the immediate months – with more to come across the year.

The only international London dry gin still made in England’s capital since 1820, Beefeater’s global campaign comes as it defies trends and continues to be confident about the future of gin.

The campaign is inspired by London’s vivid juxtaposition where centuries-old traditions blend with the vibrancy of modern culture, mirroring Beefeater’s own core of heritage and modernity. 'The Spirit of London' seamlessly blends the city’s everchanging spectrum of contrasts and collisions to create an energised urban playground of creativity and social connection.

The campaign will roll out across multiple digital formats – from eye-catching films and social media content to audio-visual spectacles and an engaging digital hub. This 360-approach taps into the ’experience economy’ and will target key markets Spain, Italy and Argentina, among others, and is aimed at ‘urban explorers’ – city professionals who crave the spontaneity, curiosity and excitement of urban life, wherever they live in the world.

At the heart of the campaign’s creative is the iconic 'clink' of glasses filled with Beefeater gin and tonic on ice, the instantly emotive sound of community and shared connection. It’s the soundtrack of the city, echoing through secret speakeasies, neon-lit rooftop bars and bustling street markets. Each 'clink' unleashes a burst of London's effervescent spirit, sparking unexpected connections and unforgettable moments from dusk till dawn.

Murielle Dessenis, vice president marketing global gins, The Absolut Group, said, "The Spirit of London celebrates the culture of clash that lives and breathes in the heart of the city. It immerses you in the effervescent energy sparked by these contrasts of city life. The third iteration of the campaign focuses on that iconic clink of a glass of Beefeater gin & tonic that sparks instant connection and emotes the spirit of community, which rings out across cities across the year. No matter where you are in the world, Beefeater will be bringing the essence of urban exploration to life.”

Richard Le Moult, chief marketing officer Latin America at Pernod Ricard, said, “We were thrilled to successfully bring the third wave of Beefeater’s ‘The Spirit of London’ campaign to Brazil, a country that vibrates with its own unique energy and passion. This campaign celebrates the synergy of heritage and modernity, which mirrors the rich contrasts found in both London and Brazil. By connecting with urban explorers who seek authentic, shareable moments, we continue to position Beefeater as the gin of choice for those who embrace creativity, spontaneity, and the vibrant spirit of urban life. Together, let’s toast to the boundless possibilities of discovery and connection!”