30 years on from the song’s release, gin brand Beefeater has recreated the ’90s pop culture moment in a bid to “recruit new consumers to the brand” and drive growth of its alcohol-free product Beefeater 0.0%. Launching across Italy and Spain, the new marketing campaign sees Jamiroquai reimagining the music video for a new generation. “Now, on the video’s 30th anniversary, we finally reveal what he’s been reaching for all along: Beefeater 00. Data compiled by the spirit brand shows that 75% of Beefeater 0.0% shoppers are new to Beefeater, while 15% subsequently go on to purchase Beefeater Dry, highlighting the role that 0.0% plays in both recruitment and growth. With the same citrus and juniper characteristics of original Beefeater gin, minus the alcohol, Beefeater 0.0% is described as “characterful and energetic without compromise”, offering “a real zest for life.”