Launching into the dynamic ready to drink (RTD) market from Europe to Australia and New Zealand, our latest innovation with Beefeater combines its worlds most awarded Beefeater London Dry Gin with tonic, plus its successful Pink Strawberry gin, with refreshing tonic and Blood Orange Gin and Tonic.

Following the global popularity of Beefeater flavoured gins and demand for convenience drinking rocketing, accounting for 10% of all alcohol sold nationwide in Australia, the brief was to design a standout Ready to drink that is authentic and appeals to the premium gin drinker. Whether for at home or on the go, Boundless has created premium packaging that instantly engages with shoppers, being both on-trend in colour and design with bespoke illustrations. It was a priority to capture Beefeater’s core branding to ensure synergy with the bottle, whilst prominently emphasising the uniquely crafted gin and tonic proposition.

We were thrilled to be working with Beefeater on the launch of the first in a long line of innovations. Within an increasingly popular category, this new RTD is both visually vibrant and bold, standing out and capturing attention

Beefeater have a strong opportunity to drive trial with the new generation of gin drinkers and recruit them into the brand and category, but taking their 200 year heritage, the worlds most awarded gin, and putting it in a can that is relevant for this consumer was always going to be a challenge. It was important to deliver standout on shelf, cue refreshment and appetite appeal, whist remaining premium and true to brand. The RTD category is incredibly exciting right now, and showing huge dynamism, and the Beefeater RTD range has seen great success in this initial launch period.