The UK-based drinks group Allied Domecq has unveiled a new look for its duty free brand Crown Jewel by Beefeater.

As well as a new raven icon, to emphasis the connection with the Tower of London, Crown Jewel has been packaged in a deep purple bottle.

The contents of the drink will remain unchanged Allied said and it will be exclusively available to the duty free and travel retail sectors.

"We have always known what a great gin we have in Crown Jewel by Beefeater and with the trend towards premium products in the white spirit category, we knew the time was right to raise its profile in the duty free and travel retail sector," said Maja Vucicevic, global marketing director for Beefeater.

"I am confident that we will attract our target consumers, males with a high standard of living and primarily drink only premium brands. We are ready to take a dominant position not only in the super premium white spirits category but in the super premium sector as a whole," she added.