Beefeater launches virtual tour of London's music history

Hosted via Beefeater's website (www.beefeater.com), Beefeater London Sounds enables users to listen to tracks from the capital's globally admired music scene, which are pinned across the map at iconic places of interest. Beefeater has curated the tracks across a spectrum of diverse musical genres from punk, rock, electronic and reggae to name a few, to deliver a musical map that is a true reflection of the eclecticism of London music culture over the past 100 years.

London Sounds' multimedia content also includes an array of fascinating stories, videos and interviews behind the music to inspire, guide and engage with each user's responses to generate a customised Beefeater London Sounds playlist through music giant Spotify.

To coincide with the digital activation, Beefeater unveiled the first of a series of annual packaging innovations, containing the same award winning recipe used in Beefeater London Dry and inspired by the iconic and diverse musical heritage of the UK's capital city.

 London Sounds fuses some of the capital's most internationally recognised cultural symbols - music, London iconography and gin. Our partnership with Spotify will allow consumers to experience Beefeater's and London's musical spirit through exclusive content. We are certain that the digital activation and new limited edition bottle will convey the contemporary personality of Beefeater and will appeal to gin and music enthusiasts around the world. '

J.C. Iglesias, Global Brand Director for Beefeater

The launch of Beefeater London Sounds will be supported by a series of global events around the world and ATL visuals. The digital platform and limited edition bottle will be available in various markets around the world.