beefeater
gin
always on social
HERO STORY-TELLING AND 360 social management & always on creative
parallels of artistry
BEEFEATER 24
Parallels of Artistry was a social-first content platform designed to reposition Beefeater 24 as contemporary, fashion-forward, and culturally fluent, particularly with a female-leaning audience.
The idea drew a clear parallel between mixology and make-up artistry, framing both as misunderstood but highly skilled creative disciplines.
Anchored by a 60-second hero film featuring renowned make-up artist Pennold alongside a Beefeater 24 mixologist, the work blended tutorial culture, premium fashion portraiture, and product storytelling to create thumb-stopping content built for retention.
Delivered through a two-day shoot, the campaign generated a scalable library of hero, cut-down, and evergreen assets, helping modernise the feed while retaining Beefeater’s red-world heritage and elevating the brand’s presence within culture
BEEFEATER GLOBAL - the sensory series
HIGH FRAME RATES WERE USED FOR SOCIAL ASSETS AS A FIRST CONSIDERATION TO LET THE LIQUID BREATHE
WE USED ASMR, SOUND AND MACRO VISUALS TO STIMULATE THE SENSES IN THE FEED
WE BROKE THE FOURTH WALL TO DRIVE ENGAGEMENT
the breakdown
overview
Beefeater commissioned Thumbstoppers to run its always-on social presence, with Instagram as the primary channel. The brief was to move beyond predictable bottle and cocktail content and create work that genuinely performed in feeds while respecting the brand’s London Dry heritage.
execution
We developed the full social strategy and produced all assets, designing an always-on system built for attention. Evergreen content became clevergreen — social-native formats using ASMR, visual illusion, and fourth-wall breaks rather than static product shots. All content was structured for seamless reversioning, ensuring assets stayed platform-first at every scale.
We brought the Beefeater Yeoman to life as a recurring character, translated the brand’s heritage into contemporary social formats, and delivered culturally reactive moments such as Leafeater — a fake vegan gin launched for April Fool’s, rooted in London’s vegan culture.
outcome
At peak activity, Beefeater’s social share of voice rose from seventh to the top three in the gin category. The channel shifted from passive presence to active social behaviour, giving the brand a scalable, distinctive content engine that stood apart in a crowded category.