Beefeaters music-themed bottle is the first in an annual limited edition pack offering

Beefeater's music-themed bottle is the first in an annual limited edition pack offering

Pernod Ricard has launched a global, annual, limited edition pack concept for its Beefeater gin brand.

'Beefeater London Sounds' will be released in "various markets around the world" this month, the company said. Like future pack extensions, the initial bottle, which can be viewed, right, will be available for a maximum of one year, "depending on when each market activates the limited edition", a spokesperson told just-drinks today.

The bottle will be backed by above-the-line visuals, while the Beefeater website will host a 'music map' of London, which has been created with online music streaming service Spotify.

In Pernod's half-year results, released in February, Beefeater posted a 4% lift in sales, based on a 3% increase in volumes.