Beefeater Gin Launches Installation Outside King’s Cross St. Pancras Celebrating London’s Creative Spirit

For the creation of its latest limited-edition bottle design, Beefeater Gin has collaborated with London-based artist Rachel Joy to capture the multi-faceted and unique essence of the vibrant city through her signature lettering work.

Today, the bottle has been unveiled with an accompanying bold installation created by the artist. Half a dozen letters have been dropped off at King’s Cross St. Pancras train station, a hub for both commuters and international travelers to the city. Created with the aim of encouraging people to explore London outside of its famous landmarks, the letters mirror the bottle’s design and shine a light on the city’s communities that collectively define “The Spirit of London.”

“I grew up in London and have always felt a deep connection to the city’s energy, rich artistic heritage, diverse identity, and modern attitude. It’s provided a backdrop that has continuously inspired my lettering artwork,” Joy says of the installation. “It’s been amazing to partner with Beefeater Gin, an iconic brand also rooted in London. Being able to infuse the capital’s lettering into our collaboration really captures and brings to life London’s spirit. I hope the bottle design and installation radiate creativity, vibrancy, and the love I have for London.”

To celebrate the launch, and encourage exploration of the city, Beefeater has teamed up with four bars to offer complimentary Beefeater Gin G&Ts until October 8. Also available at the Beefeater Distillery in Kennington, all visitors need to do is mention “Beefeater x Rachel Joy” to the bartender to redeem the offer for themselves and a friend. The venues taking part include Beefeater Distillery, Kennington; Little Bat, Islington; Callooh Callay, Shoreditch; Callooh Callay, Chelsea; and The Pilgrim, Kennington.

In the UK, the limited-edition Beefeater London x Rachel Joy bottle is available at the London Beefeater Distillery and on its​​ website as well as World Duty Free in 2024. It will also launch globally in countries including Italy, France and Canada.

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