Boundless and Beefeater Ready to Drink Innovation

Derrick Lin


Agency: Boundless Brand Design
Creative Director and Founder: Hamish Shand
Senior Designer: Sean O’Donovan
Client Services Director: Abigail Scott
Location: United Kingdom
Project Type: Produced
Client: Beefeater Gin
Product Launch Location: Global
Packaging Contents: Pre mixed Gin and Tonic
Packaging Substrate / Materials: Metal/Aluminium

Launching into the dynamic ready to drink (RTD) market from Europe to Australia and New Zealand, our latest innovation with Beefeater combines its worlds most awarded Beefeater London Dry Gin with tonic, plus its successful Pink Strawberry gin, with refreshing tonic. Following the global popularity of Beefeater flavoured gins and demand for convenience rocketing, accounting for 10% of all alcohol sold nationwide in Australia, the brief was to design a standout RTD that is authentic and appeals to the premium gin drinker.

Whether for at home or on the go, Boundless has created premium packaging that instantly engages with shoppers, being both on-trend in colour and design with bespoke illustrations. It was a priority to capture Beefeaters core branding to ensure synergy with the bottle, whilst prominently emphasising the uniquely crafted gin and tonic proposition.

Boundless Founder and Creative Director Hamish Shand says: “We are thrilled to be working with Beefeater on the launch of the first in a long line of innovations. Within an increasingly popular category, this new RTD is both visually vibrant and bold, standing out and capturing attention”.

Jason Whalley, Global Marketing Manager, Pernod Ricard Gin Hub says: “We have a strong opportunity to drive trial with the new generation of gin drinkers and recruit them into the brand and category, but taking our 200 year heritage, our worlds most awarded gin, and putting it in a can that is relevant for this consumer was always going to be a challenge. The team at Boundless cracked it. It was important to deliver standout on shelf, cue refreshment and appetite appeal, whist remaining premium and true to brand. The RTD category is incredibly exciting right now, and showing huge dynamism, and the Beefeater RTD range has seen great success in this initial launch period.