BEEFEATER 0.0% AND JAMIROQUAI PUT A FRESH TWIST ON ‘VIRTUAL INSANITY’ TO SHOW YOU HOW TO GET MORE WITH 0.0
Beefeater finally reveals what Jamiroquai is really reaching ‘reach and slide’ move 30 years on!\
In a perfect duet between two London icons, the collaboration shows Beefeater 0.0% and Jamiroquai turn city energy into a shared cultural moment through the brand's “Get More with Beefeater 0.0” campaign. Built for social and driven by music, movement and visual cues, it’s designed to be remixed, reinterpreted and shared - reflecting a fast-paced, expressive and collective city culture, where moments are shaped through music, nightlife and connection.
The first-of-its-kind partnership brings to life the shift in consumption – not slowing down, but getting more out of city life. In social settings, zebra striping is the practice of alternating between alcoholic and non-alcoholic drinks to moderate the intake whilst still enjoying yourself. Beefeater 0.0% fits naturally into this, giving people more flexibility to enjoy the same drinking experience.
Thirty years after Virtual Insanity first captivated audiences, Beefeater 0.0 reunites with Jamiroquai to reimagine the iconic video by taking Jay Kay beyond the famous moving room and into a world of new experiences.
One of the most iconic music videos of all time gave us one of the most iconic dance moves in pop culture. For 30 years, fans have recreated and remixed the moment Jamiroquai frontman Jay Kay glided effortlessly towards the camera with his hand reaching for something. Now, on the video’s 30th anniversary, we finally reveal what he’s been reaching for all along: Beefeater 00. As the catalyst for the action, the drink opens doors, literally, to more rooms, more adventures and, naturally, more hats. Proof that, with moderation, Jay Kay can get more out of life.
Jay Kay of Jamiroquai, commented:: “This year marks the 30th anniversary of Virtual Insanity and as a prediction of the future it wasn’t too far off. Recreating the video with Beefeater 30 years on has been a genuine full-circle moment, showing fans they can get more out of this vibrant city with Beefeater 0.0%. “
Francesco Ottaviano, VP Marketing Gins & Aperitifs at Pernod Ricard, said: “Beefeater 0.0% is all about encouraging fans to
get more from every moment and enjoy a great-tasting alcohol-free choice for any occasion. Our partnership with Jamiroquai and the reimagining of such an iconic 90s music video celebrates a fresh take on urban life, where moderation means you don’t miss out, you get more.
With its distinctive citrus and juniper taste, albeit without the alcohol of the much-loved classic, Beefeater 0.0% is characterful and energetic without compromise – a real zest for life. Mix it into a Beefeater 0.0% and Tonic – or shake it up by using Beefeater 0.0% as an alternative base on classic cocktails.
Beefeater x Jamiroquai: a call to action to break out of the virtual world and get more..
Watch the Beefeater ‘Get More’ campaign film HERE and try Beefeater 0.0%, available now at Amazon and Ocado retailers. Get more from every moment.