Chivas Brothers says London Sounds is the first of a series of annual packaging innovations. It "seeks to invite consumers to celebrate the legacy of London music".
Pernod Ricard's whisky and premium gin division says: "Every Beefeater London Sounds limited edition bottle is inspired by the iconic and diverse musical heritage of the UK’s capital city, and will increase the brand’s engagement with music enthusiasts around the world".
The brand has teamed up with music streaming giant, Spotify, to create an interactive music map of London. Hosted via Beefeater’s website, www.beefeater.com), the digital activation is said to enable users to listen to some of London’s most iconic music and explore music venues and places of interest to delve deeper into the history of London music.
The bottle design of London Sounds showcases a shiny black vinyl that highlights London’s musical heritage.
Beefeater global brand director JC Iglesias said: “London Sounds fuses some of the capital’s most internationally recognised cultural symbols - music, London iconography and gin. Our partnership with Spotify will allow consumers to experience Beefeater’s and London’s musical spirit through exclusive content. We are certain that the new limited edition bottle will convey the contemporary personality of Beefeater and will appeal to gin and music enthusiasts around the world.”
The limited edition bottle, which contains standard Beefeater London Dry Gin, will be supported by above the line visuals. It will be available in various markets around the world.