Beefeater Gin opens doors at Bar 08
Sunday, June 8th, 2008
Beefeater Gin is the only globally recognised gin to still be made in the heart of London and to celebrate, Beefeater Gin are opening the doors of the Kennington Distillery throughout BAR.08 on 17th and 18th June, Earl’s Court, London. Even better the Beefeater team will take you there and bring you back! All you have to do is visit the Beefeater stand in the foyer at Earl’s Court One, book your ride in a fabulous complimentary Beefeater taxi and you’ll be whisked in style to the Beefeater home to participate in an exciting programme of activities. You’ll meet legendary Master Distiller, Desmond Payne, who will show you around the Distillery and lead tutored gin tastings. Brand Ambassador, Dan Warner, and a wealth of industry stars such as Anastasia Miller, Jared Brown and Gary Regan will talk about the best ways to serve Beefeater Gin. Or just chill in the Beefeater garden where special guest New York bartenders, Naren Young (Bobo) and Alexander Day (Death & Co), together with London’s finest, will serve up the luscious libations and tasty treats.
The Distillery Tour operates every 30 minutes from 11.00am with the last session at 5.00pm. Taxis run from Earl’s Court One from 10.15am each day and will return guests to Earl’s Court One from the distillery all day. The last taxi will leave the Distillery an hour before the show closes. If you’d like to secure your place in advance just email beefeatergin@chivas.com with your preferred date and time.
‘Beefeater – The Story of London’s Gin’ was selected as the best piece of creative work produced by a Scottish Agency at the Scottish Design Consultancy of the Year Awards It was designed and published by Contagious and written by renowned spirits writer Geraldine Coates. It illustrates beautifully the journey of gin from Salerno in Italy to London, the city considered to be home of gin, telling the story of the growth of London Dry Gin, and Beefeater’s role as an iconic brand in London since the 1860s. It also includes information on production, cocktails old and new and a guide to the best gin bars in London. Elegantly designed and produced with stunning imagery, some of which was sourced at the Distillery’s extensive archive, the book will be used to educate and influence bartenders and distributors from Spain to the West Coast of America, two key markets for Beefeater Gin.
In May 2008, Beefeater will launch its first major consumer promotion since the brand re-launched in January 2007. For a limited period the distinctive, recently redesigned Beefeater bottle will be showcased in a limited edition gift pack, featuring the ‘Forever London’ creative imagery used in Beefeater’s current advertising campaign. The promotion has been created to sustain the momentum behind Beefeater by driving sales in key off-trade accounts. Consumers will receive a Beefeater postcard with a unique entry code that can be entered on a promotional website.