Following successful launches of the Beefeater core portfolio, Boundless have now turned to the pinnacle of the portfolio, bringing back to the market a very special gin that is revered by bartenders worldwide. The proposition around the gin needed completely reinventing, elevating its unique flavour and 50% ABV credentials, with a new bespoke bottle that could capture the trade and consumers alike.

Taking inspiration from the brands distilling heritage, and the timeline spirit of its London home, this stunning reinvention of the Crown Jewel encapsulates all that is special about its relationship with the Tower of London. Integrating the Raven, Sovereign’s Orb, and the botanicals as storytelling detail around all touch points, with a decanter style bottle, speaks to British craft and excellence throughout. Like a glistening gem, this ruby inspired bottle is a staple of any bartender's cabinet.