Relaunched at TFWE 2000 in Cannes last week, the two elements of the brand’s
redesign are aimed at the duty-free market and the cocktail scene. Last year’s
youthful advertising campaign (A Bold Spirit Always Stands Out) depicting trendy
Yeomen and a Yeo-woman is now transferred to an exclusive range of gift cartons
for the travel retail market. At the same time, the Beefeater bottle has been
elongated to give it more impact on the bar shelf for the on-trade business.
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