Beefeater // Tell it over a beefeater
Problem Young Americans are “afraid” of gin. Because of the taste. Because it’s their grandparent’s drink. Because they don’t know when to drink it. How can we make gin relevant to a new generation of social drinkers?
Insight Gin is for dim lights and hushed tones, gin is for speakeasies, gin is for the post-work 1-on-1, gin is for a rant, not a rave.
Idea The conversation had over gin is gossip. It’s an intimate conversation between trusted individuals. Beefeater supports the intimacy that happens when you gossip.
Print In Tabloids:
Poster on Etsy: Free downloadable posters for the living room dish sesh.
Gin cocktail book: The Beefeater cocktail book teaches a new generation of gin drinkers how to make delicious gin-based libations for themselves and their most intimate friends.
Gossip memo cocktail coaster: The gossip memo coaster at your local bar. Never forget what you heard.
App: Your phone is a minefield for social errors. Beefeater’s gossip mode allows you to choose names you’d prefer to remain anonymous in text, preventing you from accidentally sending a message to the wrong person and password protects your group-chats to keep them private.
Activation: A lounge at high school reunions hosted by Beefeater, a place for you and your friends to talk about who really let themselves go.
