Against a backdrop of premiumisation of the white spirit category (Ultimat Vodka, Patron Tequila, boutique gin brands etc.), Beefeater was keen to retain its number one spot in the gin segment and create a credible ultra-premium gin concept to halo the Beefeater portfolio.
It had to be the pinnacle of the range, embodying heritage, craft and luxury. It needed to attract discerning drinkers from other ultra-premium categories, such as whisky and cognac whilst also exuding status and distinction.
The client team had identified several product ideas. Working with luxury consumer archetypes, we developed a number of territories that married the product ideas, the brand idea and consumer insights to create compelling consumer-facing propositions and pack-cepts to take into research.
Post-research, in collaboration with Beefeater, the proposition was honed and Beefeater Burrough’s Reserve was born. It is a unique gin based on the original Beefeater recipe, batch-distilled by hand using James Burrough’s original copper ‘Still Number 12’, and then rested in Jean de Lillet oak barrels.
We worked with Beefeater to develop the overall concept, the structural and graphical designs, as well as creating brand guidelines and developing the name.
A metaphor for the gin’s unique production, the design references the copper still, oak barrels and hand-crafted way in which it is made. The overall impression is distinctive; balancing the gravitas and craft cues of dark spirits with the freshness of gin.
Beefeater Burrough’s Reserve was launched in Spain in May 2013 priced at €70.