Beefeater returns Crown Jewel to its gin portfolio

Dolores Damade

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Beefeater returns Crown Jewel to its gin portfolio

UK-based Beefeater has launched an ultra-premium gin with ruby-red packaging inspired by the Tower of London's Crown Jewels. Released as a limited-edition nearly 20 years ago, the spirit has now permanently joined the brand’s portfolio.

Pernod Ricard-owned Beefeater has unveiled Crown Jewel Gin. The ultra-premium gin’s bespoke ruby-colored bottle (Stoelzle) was conceived by London-based creative agency Boundless Brand Design, drawing inspiration from Crown Jewels at the Tower of London.


The bespoke bottle, engraved in the mold, has a rectangular shape evocative of the bricks typical of Londonian architecture. The facing and neck labels (MCC) were both printed on Avery Dennison’s Fasson Bright Silver Foil, with gold color overprint. A tactile varnish applied to the labels produces an embossed effect.

A bespoke agglomerate cork stopper (Guala Closures) with a head in recycled ABS is metallized in gold to match the labels and is embossed on the top.

Beefeater Crown Jewel is a revisited version of the brand’s iconic London Dry Gin premium edition that launched nearly 20 years ago. It blends notes of citrus and juniper with the traditional botanicals used in gin distilling. Launched in November, the gin retails at €70.

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BottleStoelzle

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StopperGuala Closures

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LabelMCC

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DesignBoundless Brand Design

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