Beefeater Gin is a benchmark in today's London dry gin market, and has been for more than a century. Its classic styling, unchanging bottle and taste, and availability have made Beefeater one of the best known.
This promotional campaign—Find the Yeoman Sweepstakes—prompted its New York City audience to not only look for the Beefeater's iconic Yeoman online, but also on-premise at bars across the city. Upon finding him he would award each sleuth a unique code. More codes entered on the Beefeater website gave more chances to win a title and a cash prize. The original intention was to have the title issued by the Queen herself, but she wasn't available.