Beefeater London dry gin, the iconic brand from London, England is getting a new look to celebrate the city where it was founded. The brand which dates back to the 19th century is produced in South London and will now feature a hand-drawn map of the city to reflect how the gin continues to be made at its distillery in Kennington, South London.

The map will also capture iconic landmarks in the British capital. The new stylized bottle will also now feature a signature of the founder, James Burrough.

The update, which is as a result of consumer research in countries including Spain and the United States will be applied across all markets starting this month.

Beefeater’s global brand director Eric Sampers, said: “Beefeater London Dry is a bold, creative gin underpinned by tradition, with huge amount of respect from the trade and consumers.

“The redesign will ensure that our premium expression is leading the surge of interest in the category.

“The gin has of course remained the same, as it has done since our founder James Burrough created the original recipe. After all, we’re the most awarded gin in the world – why would we change it?”

According to French spirits maker, Pernod Ricard, the owners of Beefeater, sales have risen 5% in the last six months on a 4% volume lift.