Beefeater
BEEFEATER 0.0 LAUNCH
- Brand Strategy & Design
- Comms
- Activations
Beefeater were looking to globally launch their first ever 0.0% gin. We saw a way to beef up their London-centric brand aesthetic and give Gen Z drinkers a taste of alcohol-free fun without the FOMO.
THE CONTEXT
After the Spanish launch of their first alcohol-free gin, Beefeater wanted to take their ‘0% Alcohol, 100% Fun’ campaign to a global crowd. In their sights was the ‘Urban Explorer', a young, highly social and experience-driven consumer drawn to authentic, elevated brands that lift their lifestyle. Likewise, when choosing not to drink alcohol, this audience want considered, on-point alternatives that keep them fully in the moment.
THE CHALLENGE
Beefeater have more skin in the gin game than most. Brand-wise, they entered the non-alcoholic spirits arena strong. Our challenge was to refresh Beefeater’s existing London-centric aesthetic for a new global target audience – without losing the essence of the core brand. We needed to position Beefeater 0.0 as the go-to choice for Gen Zers who want to enjoy the moment, minus the alcohol.
THE APPROACH
To change brand perceptions among our Urban Explorers we had to push Beefeater on from their iconic yet trad, picture-postcard representations of London. That meant turning the lens away from Big Ben and red buses and focusing instead on big bold, real-world scenarios. Our creative platform ‘Step into the Unexpected’ gave us the perspective we needed to do just that - building a vibrant, parallel world where fun thrives without alcohol.
We shot a series of lifestyle and product-focused imagery, capturing key drinking moments - from laid-back afternoons to high energy nights. These scenes were layered into our zero-inspired portal device, visually showing how Beefeater 0.0 serves as an authentic gateway to an equally fun and fulfilling way to enjoy drinks with friends.
We took Beefeater’s campaign line ‘0% Alcohol, 100% Fun’ and ran with it - full tilt! The result was a raft of energetic, London-paced, sober-positive lines that distilled the 0.0 proposition in an urban-inflected Gen Z tone.
The final deliverable was a through-the-line campaign toolkit, featuring a range of supporting assets, including both on- and off-trade applications and social media activations designed to empower markets to effectively launch and activate the 0.0 campaign in their own regions.
THE RESULT
The campaign was adopted by local markets for launch throughout 2025, marking a big leap for Beefeater into the alcohol-free category. As consumer alcohol consumption continues to evolve globally, we gave Beefeater the launchpad it needs to reach new audiences actively looking to explore the world from a new perspective. Overall, we helped Beefeater prove that great moments don’t always need alcohol – just need the right spirit.
