Pernod Ricard is set to begin the first phase of its investment behind former Allied Domecq brand Beefeater gin.

The French wine and spirits group said today (6 September) that it would upgrade the visitor facilities at the brand's distillery in London.

The move includes the construction of a botanicals room to teach visitors about the ingredients put into Beefeater gin and the addition of a cocktail bar on the premises.

Nick Blacknell, brand director for Beefeater gin, said: "The distillery upgrade is the first step in a serious investment plan to revitalise this iconic brand - an investment that shows our strong commitment to keeping London as the home of Beefeater.

"Under Chivas Brothers' ownership, every aspect of brand related marketing and the brand itself is being reviewed."

Pernod stayed silent on its marketing plans for Beefeater but just-drinks understands that an announcement on the company's plans is imminent.

Pernod is looking to revive the fortunes of Beefeater after the former Allied brand saw sales fall 6% in the year to 31 March.