Beefeater 24, Elevated to New Heights!

An elevated drinking experience that’s made for mixing.
Crafted by Beefeater’s Master Distiller Emeritus Desmond Payne MBE, Beefeater 24 is steeped for 24 hours for an unparalleled depth of flavour, with a precise cut of liquid being taken from the still, yielding a supremely pure, yet complex gin.
This unique process, along with the introduction of Japanese Sancha and Chinese Green tea make this the perfect Gin for modern cocktails, to enhance the high energy nightlife drinking occasion.
This liquid was perfectly primed to offer a richer alternative to the typical vodka’s on offer in this space – and as such is positioned as a high energy night life alternative.

We partnered with Beefeater Gin to design a compelling new look for their on-trade nightlife experience, following the recent relaunch of the newly refreshed bottle design.

Inspired by the twenty-four-hour energy of London, its heart and home, Beefeater 24 caters to the high-energy moments that we know and love. We were briefed to create a striking on-trade toolkit and glassware to reflect the credentials of this superior liquid, where only the purest cut is taken from the distillation process.

We aimed to seduce the senses and take the nightlife drinking occasion to new heights in a realm dominated by vodka, delivering an experience that’s a cut above the rest (the tagline for the reimagined bottle design).

The service ritual, glorifier and ice bucket impress at every level, with eye-catching designs inspired by the penthouses and rooftop bars of London’s city skyscrapers. A unique identity comes through the 24° angle, integrated throughout each element of the toolkit, featuring LED lighting juxtaposed with subtle, intricate botanical patterns.

The materials of each item was carefully considered to ensure they met Pernod Ricard’s sustainability guidelines as well as being easy to dismantle and clean.

The custom glassware reflects the craft and contemporaneity held in the liquid. Vertical lines clash with intricate botanical patterns on a 24° angle, creating an ostentatious, yet rich and sophisticated drinking experience.

Raise a glass to the unexpected, the diverse and the different and liberate the senses with Beefeater 24.