Pernod Ricard has announced a partnership between Beefeater gin and London-based artists Lakwena.

The partnership includes a limited-edition bottle of Beefeater London Dry which is available to the UK on- and off-trade in 70cl, 75cl and 1l formats.

Pernod Ricard launches global Jameson campaign

To support the launch, Lakwena has made a large-scale mural at the Beefeater Distillery in London and Beefeater is exhibiting takeovers at Boxpark Shoreditch and Boxpark Croydon.

Lakwena has also created three positive mottos which will be amplified across digital channels as part of the supporting marketing campaign: We Mix and Blend, We Work and Play and We Move and Shake.

These mottos are intended to reflect some of the key values of London.

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