The Spirit of London: Beefeater’s boldest London dry gin campaign yet

Building on the success of previous rollouts, this third chapter of the campaign puts the spotlight on the unmistakable clink of a Beefeater gin & tonic – a sound that instantly sparks connection, no matter where you are. 

The brainchild of Gen Z director Camille Boumans, it marks Beefeater’s most ambitious and immersive global movement to date – tapping into AI creators, artists and digital platforms to create an urban playground with digital storytelling at its core. 

After a bold debut at the Brazil Carnival, we sat down with a few of the team members behind The Spirit of London – Carlotta Colkin, Director Global Comms and Content for The Absolut Group (TAG), Kerry Fazal, Global Marketing Manager for Beefeater Gin and Gustavo Saab, Global Senior Marketing Manager – Creative Content for Beefeater – to hear how the campaign captures the soul of the city and brings people together – one clink of a Beefeater gin & tonic at a time.

How would you distil the essence of the latest The Spirit of London global campaign in just three sentences?

Carlotta: The Spirit of London campaign is all about celebrating the culture of clash that lives and breathes in the heart of the city. It immerses you in the effervescent energy sparked by these contrasts of city life. Now in its third iteration, the latest campaign centres on the iconic clink of a Beefeater gin & tonic, creating an instant spark of connection between people.

Now in its third iteration, the latest campaign centres on the iconic clink of a Beefeater gin & tonic, creating an instant spark of connection between people.

Carlotta Colkin

The campaign made a bold debut at the Brazil Carnival. What was the inspiration behind this, and how did it bring The Spirit of London to life?

Gustavo: We drew inspiration from the vibrant, celebratory atmosphere of Brazil’s iconic summer and Carnival – an energy that mirrors the liveliness of London’s culture. Our activation aimed to bring the essence of London to life through colourful visuals and engaging experiences, designed to bring people together. 

It celebrated the brand’s British roots while also embracing the festive atmosphere of Brazil, creating a dynamic fusion of both cultures. This approach allowed Beefeater to authentically showcase our connection to The Spirit of London, while resonating with the local audience, making it a true celebration of both identities.

Following such a vibrant and immersive launch, what exciting experiences or activations can consumers look forward to next?

Kerry: We’ve already had lots of great activations – from the Carnival in Brazil to eye-catching murals in Milan! And there’s much more in the pipeline…but we don’t want to spoil any surprises just yet.

What I can say is: as an urban brand born in the heart of London, we passionately believe that cities are where you can get the most out of life – and this is a belief shared by our consumers. However, the reality is that today, living in cities is tougher and lonelier than ever before. That’s why, through our future activations, we want to play a more active role in bringing people together, sparking spontaneous and fun moments in cities around the world. Watch this space!

We want to play a more active role in bringing people together, sparking spontaneous and fun moments in the cities around the world.

Kerry Fazal

Can you explain why this is Beefeater’s most ambitious and immersive campaign yet – what sets it apart from previous iterations?

Carlotta: This campaign is brought to life through both the physical and digital worlds, spreading the energy of London beyond borders. With many exciting activations on the horizon – from city murals and Milan tram takeovers to innovative AI creator partnerships – Beefeater will be bringing the essence of urban exploration to life, no matter where you are in the world.

The clink of a Beefeater gin & tonic is at the heart of this campaign – what is the perfect serve, and in what setting does it truly shine?

Kerry: The perfect serve is 50 ml Beefeater London Dry Gin and 125 ml tonic, garnished with a wheel of orange and lemon to bring out the delicious citrus notes. The beauty of Beefeater is its versatility: it suits so many occasions, and that’s exactly what we show through our latest The Spirit of London campaign. 

But the moment it truly shines? When you’re with friends. It’s the drink that brings people together!

With the launch of Beefeater Grapefruit, how does this new addition fit into the Beefeater portfolio and embody The Spirit of London?

Carlotta: Beefeater Grapefruit is a perfect fit within the portfolio, fusing Beefeater’s iconic distilled London dry gin with a rebellious hit of bold, zesty, and wonderfully zingy grapefruit. This new expression captures the dynamic blend of craftsmanship and contemporary innovation – embodying the creative energy and clash that define The Spirit of London. 

Just as London thrives on vibrant, ever-evolving experiences, Beefeater Grapefruit speaks to consumers looking for bold, dynamic experiences as they explore their own vibrant cities.

What does conviviality mean to the Beefeater team and how does it influence the brand’s vision?

Carlotta: For us, conviviality is all about embracing openness, connection, and shared experiences. With a team representing over 17 nationalities, we believe there’s so much to learn from one another, and that diversity fuels our creativity and energy. For the Beefeater team, conviviality means enjoying each moment, fostering meaningful connections, and celebrating different perspectives. 

This approach is central and directly influences our brand’s vision, inspiring us to be open to new ideas and perspectives, and create moments that bring people together around the world.

For the Beefeater team, conviviality means enjoying each moment, fostering meaningful connections, and celebrating different perspectives.

Carlotta Colkin