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Iconic Brand Gets Makeover 

Beefeater, the quintessential London Dry Gin, is welcoming in a new era with a timeless and premium new bottle design. Inspired by the brand’s authentic London heritage, this evolution for Beefeater proudly heroes its position as the World’s Most Awarded Gin, strengthens existing premium and modern design cues and features optimized sustainability credentials.

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Bottle upgrade 

The new look coincides with 200 years of distilling heritage and features key enhancements such as a new bottle shape, modelled on the iconic London brick, with facets that not only highlight the brand name but also better facilitates pouring for bartenders. The updated design modernizes key elements of the current bottle, including the iconic Beefeater Yeoman and arched logo.  

The new bottle uses a 100% recyclable glass bottle, the existing plastic cap has been replaced with a premium embossed, aluminum cap and the label has moved from plastic to paper for a crafted, elegant feel. These reductions have allowed the brand to create an annual saving of 410 tons of plastic (equivalent to 17 million standard plastic water bottles). 

New label embellishments  

MCC Glasgow’s technical team worked closely with the Beefeater brand team. The label required a clean white substrate to support the design with clear detailing on revised Yeoman image, sharp emboss and a premium crafted feel. They were able to print flexo on the RCS press with good laydown of ink to achieve the dark red brand color. Gold foiled elements were applied with rotary hot foil.  

Beefater_success story_w&s

Background detailing was achieved using grey wash with supported multi-level flatbed embossing. This flatbed embossing on the Beefeater masthead text delivered the tactile crafted feel required. After trialling multiple substrates, we were able to satisfy all the demands of the new label design from the fine foil detail to the highly intricate multi-level emboss effect using flatbed tool.  

Whilst our packaging has evolved our award-winning gin remains the same, with every drop distilled in the heart of London. The design of a bottle, from its shape to its label, paints a picture of what the liquid inside will taste like. The brand is fortunate enough to have 200 years of distilling heritage to draw from and this new pack certainly celebrates the history but also looks forward to the next 200 years. The new design has performed well with bartenders and consumers alike, and we’re proud to have designed this new iteration of Beefeater’s iconic bottle with sustainability in mind, taking the brand on to the next step in its journey with a natural evolution for today’s gin enthusiasts.” 

Murielle Dessenis, Global Brand Director at Beefeater 

The design of a bottle, from its shape to its label, paints a picture of what the liquid inside will taste like.