Home of Gin

Amplify celebrate Beefeater's London heritage in style...

Challenge

Beefeater has been distilled in London since the 1800s, but not everyone is aware of this heritage. Amplify were challenged with driving visitors to Beefeater London: The Home of Gin, the recently opened visitor centre hosted in their historic distillery.

Insight

Beefeater’s story echoes what consumers are looking for, something authentic and real, with the added bonus of natural and organic ingredients.

Strategy

Make Beefeater synonymous with London, and position the distillery centre as part of the capital’s cultural present, as much as its past.

Solution

Home of Gin

We partnered with one of London’s hottest bars, The Blind Pig, to create a ‘History of Gin’ cocktail. This was then rolled out to ten other key London bars, and given to discerning customers who were encouraged to use the hashtag #TheHomeOfGin. In Covent Garden we commissioned artists Bad Marriage to create a 3D mechanical mural, charting the history of gin. We managed to bring together both legacy and current cultural legitimacy in one swoop.

 

 

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