Beefeater Gin has collaborated with lettering artist, and fellow Londoner, Rachel Joy, to launch a limited-edition bottle design, encapsulating the multi-faceted and unique essence of London.
To celebrate its global launch, 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.
Partnering with Beefeater Gin has been amazing, an iconic brand also rooted in London. Being able to infuse the capital's lettering into our collaboration 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 and The Pilgrim, Kennington.
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