Beefeater London Dry gin has introduced a limited-edition holiday carton targeting the off-trade (retail) sector. The package follows on the heels of similar successful launches by the brand in 2009 and 2010.

The white carton features a collage of seasonal icons and words, and references to the brand's London heritage, that come together to form the silhouette of the Beefeater Dry bottle. A QR code on the side of the bottle directs consumers to an exclusive cocktail recipe on Gin&Tales.com.

 

The limited-edition offer is available in key markets for the brand, including the UK, Russia, Greece, Finland, Sweden, Czech Republic, Portugal and Latvia. Beefeater London Dry gin is the only major gin still distilled in the UK's capital.

 

Launch: November 2011

 

Package design: Design Bridge