Spain and the UK will be the first markets to see the rollout of the new gin produced by Chivas Brothers under the Beefeater Burrough’s Reserve brand name. It has been created in homage to the Beefeater founder and entrepreneur James Burrough, using using the original Beefeater recipe from the 1860s and is distilled by hand using Burrough’s original copper “Still Number 12″—hence the reference to it in the bottle and outer case design.
The overall concept, the shape of the bottle, as well graphical design, naming and brand guidelines have been developed by London agency Coley Porter Bell.
The package design balances the ultra premium codes of the dark spirits—such as hand craftsmanship and status—with the word of gin and Beefeater. As Stuart Humm, Creative Director at CPB comments, this “product appeals to free-thinkers who aren’t bound by convention”.
The new Beefeater Burrough’s Reserve is set to roll out into key global markets since June, and will be available from select bars and drinks boutiques.
Last month, Coley Porter Bell unveiled another project for the brand—Beefeater “My London” Limited Edition.