Looming out of the London fog, the imposing gateway to the Beefeater Distillery in Kennington, South London is flanked by two gas-powered lamps and guarded by a yeoman direct from the iconic Beefeater label.
It is the eve of a presentation on the brand's latest marketing plans. The façade of the distillery re-opened after a major renovation suits what assembled journalists are about to be told by brand owners Chivas Brothers about 're-building a London classic'.
One of the most significant parts of this is the re-vamp of the distillery, which Pernod Ricard considered an under-used resource when it bought the UK distribution rights to Beefeater in 2005. It now features a cocktail bar, a conference room and catering facilities, and members of the trade can get a guided tour of the distillery.
The rebuilding also involves a redesigned Beefeater bottle, which will be rolled out in May, a new website and the creation of a brand ambassador programme. This activity, according to Martin Riley, Chivas Brothers' marketing director, is intended to emphasise Beefeater's 'real London provenance, which builds on this trend for authenticity that consumers are looking for'.
The question of 'London-ness' is crucial to Beefeater. While Plymouth Gin is the only English gin covered by a regional demarcation (appellation) - and is protected by law as such - London style gin covers most of the major brands and is not even legally required to be produced in the capital. Its main competition is identified by Pernod Ricard as London gins Bombay Sapphire and Tanqueray.
Nick Blackwell, Beefeater brand director, explains that research was commissioned into consumers' perception of the brand, revealing interest in the contrast between traditional London and a cutting edge modern city. Beefeater is aiming to embody this paradox, Nick says.
"London and its many contrasts is at our heart," he says. "We have really modernised the brand. People saw us as a little bit 1950s, old London. Now, we're James Bond over Mike Reid, Aston Martin over Jaguar."
Martin is clearly proud that Beefeater is 'the only international gin still steeped in London'. Despite good sales figures abroad, success on these shores has been more modest, and it is identified as a 'key potential market', with 16 per cent growth over the past six months.
During the advent of Britpop and Cool Britannia politics in the early 1990s, celebs such as the Gallagher brothers were pictured supping gin and tonics. Pernod Ricard will no doubt be hoping those days can return, and that it can be Beefeater as the base for the drink.
The Bombay Sapphire Experience
Leading the way in making premium gin come alive is the Bombay Sapphire Experience. This attraction has been open three years as part of the museum of all things alcohol that is Vinopolis near London's Borough Market. This features a miniature replica of the Bombay Sapphire distillery (actually found in Widnes, Cheshire), demonstrating what senior trade marketing manager Martin Horner describes as the 'key message of vapour infusion', under which the 10 botanicals are effectively steamed.
Guests will also see a display of wacky Martini glasses created via inviting design students to enter a Bombay Sapphire competition, the furniture used in the brand's above-the-line advertising, and get tuition in gin cocktails.
Heats for a cocktail competition were held at the venue last June. Entrants were asked to include fresh ingredients from Borough Market. The final was accompanied by a three-course dinner, with each matched to a gin cocktail. This scheme has since been rolled out to the bar and restaurant Roast, also in Borough Market.
The Bombay Sapphire Experience had 160,000 visitors last year, and Martin is hoping to build on that in 2007.
"We have only really started to unlock the potential of the Bombay Sapphire Experience, and it is safe to say it will be a core part of this year," says Martin. "Gin has historically been dominated by Gordon's. There has been no choice, but now people expect so much more.
"From a consumer and a trade perspective, people want choice in spirits, but that needs to be informed. Bombay Sapphire offers a vehicle to trade consumers up."