Beefeater teams up with London artist Lakwena for new look

Beefeater has teamed up with Lakwena, a London-based artist known for transforming cityscapes with her signature bold colours and mottos.

Lakwena has given Beefeater London Dry a makeover with a limited-edition, new label in the artist’s signature style. Through her clashing colour palette and dynamic designs, she has created a bottle that will “leap off the shelf or back bar”.

At the centre of the collaboration is a brand new,limited edition bottle adorned with a unique piece of art created by Lakwena for Beefeater London Dry. To support the bottle launch, Lakwena has also created three positive mottos, which will be amplified across digital channels, that speak to the true values of what makes London such an incredible, multi-cultural city.

The new Beefeater x Lakwena Limited Edition Bottle will roll out globally in 70cl, 75cl and 1L formats from September 2022, and will be available across the UK On- and Off-Trade. To support the launch, Lakwena will be taking over the Beefeater Distillery in the heart of London with a bespoke, large-scale mural, and Beefeater will be taking over Boxpark Shoreditch with a gallery-style activation, as well as a terrace takeover at Boxpark Croydon.

Leanne Banks, marketing director for Pernod Ricard UK, said: “What better way to pay homage to The Spirit of London than by collaborating with an artist who embodies the very essence of London as a culture capital. Lakwena’s bold art is a constant source of positivity and optimism, refreshing our love of life in the city. We’re excited to be offering our consumers a unique opportunity to own a truly unique and vibrant collectors item and to be providing something new that is sure to make noise on shelf or on the back bar.”