An audit of Beefeater Brand Strategy, through the analysis of Beefeater Brand Positioning.

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Beefeater Brand Strategy - Beefeater Brand Positioning - Beefeater Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at Beefeater strategy by analyzing the Beefeater roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for Beefeater, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

Beefeater Gin’s history can be traced to 1862 when James Burke purchased the Chelsea distillery from Rectifier & Compoundor John Taylor for £ 400 and began producing his distinctive style of Gin by 1863. Initially, the distillery continued making liqueurs started by their previous owners, further establishing its reputation and extending its customer base.

The 1876 company stocks listed showed an increasing portfolio of Gins with brand names such as “Ye Olde Chelsea” and “James Burroughs London Dry,” as well as “Old Tom.” By experimenting with recipes, inventing new methods, and using them, he discovered that blending a particular formula of botanicals produces a bold, full-bodied gin, which he called Beefeater Gin.

Beefeater was under the Burrough family’s control until its sale to Peron Ricard in 1987. It is a 47 percent or 44 percent alcohol product (94 proof), depending on where you live, in the United States, and a 40 percent alcohol product (80 proof), depending on where else you live outside the United States. The Beefeater Distillery is one of 24 distilleries in London.

It’s named after the Yeoman of the Guard, a bodyguard of the King of England.

After the almost instantaneous success of the gin, the James Burrough Company quickly became its flagship brand. The original Beefeater recipe book from 1895 specifies that nine botan­icals are essential (junipers, angelicas roots, angelicas seeds, coriander seeds, licorice root, almonds, orris roots, Seville oranges, lemons, and lemon peels) to create the full-bodied and robust flavor so distinctive in this gin.