Click through to see the Beefeater Inside London bottle

Click through to see the Beefeater Inside London bottle

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Pernod Ricard has lined up a London-centric bottling of its Beefeater gin brand.

The company, which took ownership of Beefeater when it bought Allied Domecq in 2005, said yesterday (6 June) that it will roll out Beefeater Inside London in 25 key markets. The bottle, which is dominated by an image of a UK pillar box, will be available until the end of the year.

The new packaging has been launched “to mark a significant summer when two major international events will focus the world’s attention on the capital”, Pernod said. The Queen's Diamond Jubilee last weekend will be followed by the London Olympics next month.

Beefeater is “the only major London Dry Gin” to be distilled in London, Pernod said.