Pernod Ricard USA is looking to emphasise the 'London-ness' of its Beefeater London Dry Gin brand in the US.

The subsidiary of the French drinks giant yesterday (1 October) unveiled its plans to introduce the British concept of the 'sharp'ner' to the US gin sector. The term is used by Londoners to describe a quick, social drink after work without the commitment of an entire evening out.

"In America, meeting a friend for 'a drink' can mean committing an entire evening," said Michelle Riley, brand director for Beefeater at Pernod Ricard USA. "Londoners have the right idea with the sharp'ner as it offers an occasion to meet up with a friend for one drink and very little obligation. We are confident this trend will catch on in America, where we're always looking to get the most out of our days, and hope that with less of a commitment, more people will actually connect with their friends."

As well as creating a range of what it calls Beefeater Sharpener cocktails, Pernod Ricard USA said it plans to lobby several dictionaries in the US to officially adopt the term. The unit said it hopes to ensure the use of 'sharp'ner' through "repeated mentions in a broad range of outlets over an extended period of time".

Earlier this month, Pernod launched a revamped version of the Beefeater website. Navigation of the site, to be found at, is based on a map of London, where different areas of the capital correspond with different elements of the brand, the company said in June.