Beefeater Dry Gin is the number one premium gin in the world, and the only international gin brand distilled in London. With all eyes on the UK’s capital in 2012 for the Olympics, the brand wanted to create a limited edition bottle that made the perfect commemorative souvenir. Coley Porter Bell’s design captured the energy of the occasion with Beefeater’s more traditional and contemporary values. Crucially, it did not reference the Olympics themselves or London 2012 at all. It was based on the insight that when you dig a little under the typical Londoner’s aloof appearance you’ll find a vibrant personality. The special style surpassed sales expectations and has become the best-selling limited edition Beefeater bottle ever. Versus the 2011 limited edition, sales volumes were up by 1,018%. It was also the first limited edition to be activated globally, with an increase in sales on every continent.