Pernod updates Beefeater brand
LONDON - Pernod Ricard is overhauling the packaging for its Beefeater gin brand in an attempt to arrest a decline in sales.
It is understood that Design Bridge has been briefed to revitalise the brand, which was last revamped in June 2001, when owned by Allied Domecq. At the time, the bottle was made taller and narrower, with a transparent label, while a younger-looking version of Beefeater's yeoman icon was introduced.
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The new-look packaging is expected to be unveiled before Christmas.
Beefeater sales fell 6% in the year to March 31.
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Beefeater: Design Bridge to overhaul image
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