Pernod Ricard is set to roll out a new Beefeater My London limited-edition bottle in about 25 international markets as well as in travel retail.

The mosaic design comprises of nearly 2200 pixels of individual images uploaded by Londoners on a promotional website as part of the Beefeater #MyLondon competition, organised by the brand in October-November last year. From over 1,000 entries, the photography experts at Central St Martins picked 20 winning images that were used for the bottle design.

The authentic London dry gin, Beefeater, was first distilled in 1820 in Chelsea and it is still made in London, remaining the only dry gin from the capital.

Alongside a myriad of small users’ photos, the sleeve features a QR code that links to a Youtube video describing the process of the bottle creation.

The Beefeater My London is the second edition devoted to the British capital that follows the last year’s Inside London bottle.

Package design for the both bottles has been developed by London-based Coley Porter Bell, a long-standing partner of Pernod Ricard and Beefeater.

Photo: Beefeater My London limited-edition bottle