Beefeater goes back to its roots at London Gatwick

Tina Milton

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Beefeaters will walk the aisles at World Duty Free at London Gatwick airport south terminal later this year to celebrate the launch of its new packaging

Beefeaters will go on parade at World Duty Free at London Gatwick airport south terminal as part of the Forever London promotion, which will run between August 16 and October 15.

Traditional yeoman wardens will feature as part of the campaign to celebrate the launch of the new Beefeater packaging in travel-retail. The promotion will include a Beefeater gin cocktail bar for tastings and a credit card-sized recipe book to make the cocktails at home, and the Beefeater Thames Challenge whereby travellers can attempt to pass a metal ring along a re-creation of the London skyline ending at the Beefeater Distillery without touching the wire. Passengers will also be able to send a Beefeater gin epostcard of their photo superimposed in front of a famous London landmark.

Pernod Ricard Travel Retail Europe marketing manager John Smailes said: “The promotional area will be a great opportunity to re-create London in part of the terminal. By utilising the new Forever London campaign we are able to engage with the travelling consumer and convey Beefeater’s authentic London credentials, great taste and energy and excitement in an interactive way.”

The promotion will be supported by a gift-with-purchase of a Difford London Bar Guide with every one litre bottle of Beefeater gin purchased. There is also a special offer of two 70cl bottles of Beefeater for £20 ($40).