The mark consists of a fanciful label comprising a top square having green red and blue geometric elements overlapping a red butterfly, red, orange, black and yellow flowers and purple and red berries hanging on a vine; a bottom square having green white and blue geometric elements overlapping a man playing croquet in blue lines, croquet set in blue lines, a red croquet ball and a green and white plant having numerous white flowers; and in the middle region between the two boxes the word "BEEFEATER" in red letters outlined in black, and the words "LONDON DRY GIN, SUMMER EDITION, A SUMMERY GIN WITH ELDERFLOWER, BLACKCURRANT & HIBISCUS FLOWER" all in black letters, all on a white background bounded by red and black lines separating the middle region from the top and bottom squares.