In a distinctly evolutionary step, London-based James Burrough is updating the packaging of its Beefeater® London Dry Gin.

This first change in 20 years is targeted squarely at a younger market for the premium brand–since its 1820 introduction, one of England's older icons–with the new packaging to be supported by an extensive, somewhat daring ad campaign.

This first change in 20 years is targeted squarely at a younger market for the premium brand–since its 1820 introduction, one of England's older icons–with the new packaging to be supported by an extensive, somewhat daring ad campaign. Marching into the U.S. market through distributor Allied Domecq, the first in a long line of sizes is the 750-mL, which communicates the changes wrought in the system by London design firm Lewis Moberly. A taller, slimmer glass bottle made by United Glass is side- and front-embossed with the identity and date; but it's now topped with a roll-on aluminum closure with tamper-evident breakaway band produced by MCG Closures. A younger, more vigorous image projects from the primary label–one of three on the main display panel–depicting the yeoman warder or Beefeater, a guard at the Tower of London, rendered subtly as background line art. The upper label carries the Beefeater logotype, the lower product descriptive and contents statement, plus the James Burrough signature. All three are clear polypropylene, reverse-printed via letterpress and rotary silk screening by SE Label Imaging. A Burrough spokesperson explains that pressure-sensitive label segmentation simplifies application by automated equipment. The visual impact is intensified, seeming almost extradimensional against the unprinted white background of the rear label. Copy on this label extols the "cherished tradition" of the brand and its unique recipe, "as safely guarded as the Tower of London." The new packaging, being introduced this month, is also being adopted for the 1.75- and 1-L, 375-, 200- and 50-mL sizes of the gin.