UK: Pernod lines up next stage in Beefeater revitalisation
The company confirmed late last week that www.beefeatergin.com will emphasise the gin's "London heritage". Navigation of the site from the homepage is based on a map of the city, where different areas of the capital correspond with different elements of the brand. The two highlights of the site, 'London Art' and the Beefeater podcasts, are represented by Hoxton and Speakers' Corner respectively.
The bohemian area of Hoxton plays host to a London Art section, where visitors can design their own art pieces on-line. The resulting pieces can then be submitted to the virtual art gallery where visitors can use their own London Art, or choose from the gallery, to create an e-card or have the design printed onto a t-shirt for GBP13.50 (US$26.55) in the UK and GBP14.50 for the rest of Europe.
Speakers' Corner in Hyde Park, meanwhile, will represent an area on the site that allows the brand to push the history of Beefeater. Three podcasts will feature on the site, which will look at the history and heritage of gin - featuring a guided tour of the recently renovated Beefeater distillery - an insider's guide to the gin cocktail scene in London, and a synopsis of what New York's mixologists are doing with the spirit.
"The new website will create a dynamic premium on-line home for the brand that is in keeping with its contemporised image and Beefeater's new positioning, whilst also offering fascinating information about Beefeater in an accessible and fun manner," said Nick Blacknell, brand director for Beefeater Gin.
Pernod announced its plans to revamp the Beefeater distillery, also based in London, in September last year. The French company took control of the brand through its purchase of Allied Domecq in 2005.
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