Beefeater Zesty Lemon Putting the Zest into Pernod Ricard’s flavour innovation

Beefeater Zesty Lemon

With the alcohol industry ever growing, we knew we had to put the Zest into Pernod Ricard’s ‘Beefeater Zesty Lemon’, to create stand out in a highly saturated market.

Designed to offer alternatives to key competitor moments such as the ‘Spritz’, we partnered with a world-renowned bartender, through flavour tasting and innovation workshops, to create 6 unique serves that would be easy to execute, with flexible ingredients, to suit all markets, without compromising on the all-important, flavour and visual appeal of the drinks.

Including a range of different flavour profiles and ABVs, the serves enhanced the natural, refreshing, and balanced taste to excite Beefeater’s core target audience ‘Urban Explorers’ as well as recruit new consumers at various occasions throughout the year.

To bring the drinks strategy to life, we extended the original master brand world of ‘The Spirit of London’ to create a launch platform that celebrates ‘A Zest for Life in the City’.

Maximising opportunities to get liquid on lips, across 10 countries including key markets, Russia and Czech Republic, we launched with a Guerrilla-style activation, alongside a suite of on-trade, off-trade & homtainment assets, and complementary serve and lifestyle imagery to capture the essence of London for the modern consumer.