The biggest small brand in the world.

Beefeater wanted to take back what was theirs. They wanted ownership of gin and the power of then and there. Attraction vs. persuasion, and stealable advertising. Making their London know-how and longevity discriminators, not just little-known brand facts. They wanted to become the biggest small brand in the world. It started with three nascent ideas — guardianship, wry verbal commentary and iconic imagery.

Strategic logic. Just as the world is re-discovering its thirst for gin…The most awarded gin in the world, the only classic London dry gin still made in London, the gin with 142 years of heritage and expertise and regarded by mixologists around the world as one of the best gins in the market… is not reaping its fair share of the rewards.

In a market filled with newcomers, Beefeater has failed to assert its authority. Beefeater is another gin, not THE LONDON DRY GIN. Dressed in tourist memorabilia, not authentically of its place. A gin insider’s secret, not the mainstream mark of quality.

There is room for an authoritative brand, a gin that provides a reference point for others. Beefeater informs and asserts, it takes a stand on the right way to do things and is proud of its history, its place and its product.