Beefeater strives for London status

Iconic gin brand Beefeater has taken on agency support to position it as 'the spirit of London'.

The Ideas Network has been briefed to ‘revitalise' the brand, said Beefeater brand director Nick Blacknell.

Beefeater is the only London dry gin still distilled in the capital. New owner Chivas Brothers plans to upgrade the visitor centre at the Kennington distillery and use it as a focal point for press events.

The Ideas Network is the brand's first external support since Chivas parent ­Pernod Ricard bought out Allied Domecq last year.

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