Pernod Ricard aims to reinvent Beefeater Gin as an iconic brand by focusing on its London heritage.

It acquired the brand as part of the Allied Domecq portfolio in 2005 and has invested heavily in developing Beefeater over the last two years.

The London distillery has been refurbished, new packaging was launched last week and a global marketing campaign, Londonize, has been launched in its biggest market, Spain.

The company is hoping to reposition the brand as a premium spirit, particularly in the UK market where the brand is seen as cheap and a bit dated. "We want to compete against gins such as Tanqueray and Bombay Sapphire so we will be working hard to push the premium elements of the brand," said Nick Blacknell, brand director for Beefeater.

"We will be resisting pressure to devalue the brand through deep discounting."

Beefeater now sells for about £12.99 in the UK off-trade.