Beefeater Gin offers free G&TS across London

King's Cross St Pancras
Event has ended
This event ended on Sunday 8th of October 2023
Venue Information
King's Cross Railway Station
Euston Road, NW1 2QL


Live for just 24-hours, the new installation, an artistic interpretation of The Spirit of London, launches the brand’s latest limited-edition bottle

The new cultural landmark and the limited-edition bottle are the result of an exciting new collaboration between London-born lettering artist Rachel Joy, and Beefeater Gin, celebrating London’s unique and vibrant creative spirit

Beefeater is also shining a light on the diversity of London, and encouraging urban exploration amongst those living in the city or arriving through one of the city’s busiest international terminals, by offering free G&Ts – these can be redeemed from the 26th September to 8th October at beloved local bars across the city

London, [26 September 2023] – Beefeater, the World’s Most Awarded Gin, has collaborated with lettering artist, and fellow Londoner, Rachel Joy, to launch a joy-inducing, limited-edition bottle design, which encapsulates the multi-faceted and unique essence of London.

To celebrate the global launch of the collaboration, on Tuesday 26th September Rachel Joy and Beefeater Gin disrupted King’s Cross St Pancras Station for 24-hours by dropping six, larger-than-life, representations of Rachel’s lettering artwork into the station to bring to life her unique style and interpretation of what the Spirit of London means to her.

London-based artist Rachel Joy commented, “I grew up in London and I 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.

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 joy, vibrancy and the love I have for London.”

To encourage urban exploration of London's unique, diverse and multi-faceted neighbourhoods, the brand has teamed up with four bars, offering complimentary Beefeater Gin G&Ts to allow people to enjoy a convivial moment together in the city. Each bar was thoughtfully selected by Beefeater Gin for its local atmosphere that’s cherished by its residents. Upon arriving at these beloved establishments, urban explorers simply need to mention 'Beefeater x Rachel Joy' to the bartender to redeem the offer for themselves and a friend.

This unmissable offer is available from September 26th to October 8th, inviting both Londoners and visitors to rekindle their love for the city and savour a drink with friends. Participating bars can be discovered through an illustrated map on the Beefeater website. The participating bars, include:

Beefeater Distillery, Kennington

Little Bat, Islington

Callooh Callay, Shoreditch

Callooh Callay, Chelsea

The Pilgrim, Kennington

Murielle Dessenis, Global Vice President of Marketing at Beefeater, comments, “We’re excited to be spreading the Spirit of London globally though our latest collaboration with London-born lettering artist Rachel Joy, who has revisited our pack design inspired by the creativity, energy and diversity of the city with her unique style of lettering embedded in London street art. We are delighted that the launch will be in our heart and home, and that Beefeater-lovers around the world will soon be able to own their own unique artwork representing the very best talent of London.”

In the UK, the limited-edition Beefeater London x Rachel Joy bottle will be exclusively available from the distillery shop and online via the London Beefeater Distillery website, Drinks Supermarket, and World Duty Free across the UK in 2024. It will also be available in 9 further countries, including Italy, France and Canada, starting from September this year.

For more information and updates on the collaboration, as well as information on the T&Cs of the two-week promotional offer please visit:



Pavlina Micha: [email protected]

Notes to Editors:

About Beefeater:

Beefeater is the world’s most awarded gin brand, distilled in the heart of London. Created by James Burrough in the 19th century, the iconic Beefeater recipe has remained virtually unchanged and today it is guarded by Beefeater’s Master Distiller, Desmond Payne, the most experienced gin distiller in the world. Beloved by international bartenders for its consistently outstanding quality and classic London dry taste, the Beefeater range consists of Beefeater Dry with its iconic crisp, clean, well-balanced flavour; Beefeater Crown Jewel, the pinnacle of Beefeater’s portfolio; Beefeater 24, a super-premium gin infused with Japanese and Chinese teas to create a distinctive, complex gin to suit contemporary cocktail culture and the brand’s successful flavours, Beefeater Pink Strawberry and Beefeater Blood Orange. @beefeatergin

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