Beefeater Gin -- the British gin traditionally associated with an old-fashioned patriotic image and its logo of a Royal Beefeater -- gets a groovy makeover in its first outdoor campaign for 12 years in the U.K.

The posters, created by agency Impero, play on the brand's London roots in red, white and blue colors but with vibrant pop-art style graphics and images of young people in shades. One shows the back of a woman's head staring at the London skyline with new buildings like the Shard as well as the more traditional Big Ben.

The relaunch comes as gin is enjoying a renaissance among the younger generation. U.K. gin sales increased 8% year on year to reach £1.3bn in 2016, and gin has grown its share of the total spirits market in both value and volume terms over the past five years.Traditional brands like Beefeater are also facing competition from newer gins made at craft distilleries.

Adam Boita head of marketing at Pernod Ricard U.K., said, "'This new direction embodies everything that is Beefeater, whilst injecting a fresh urban modernity. We'll be rolling out this new campaign nationally in five key U.K. cities, including London, following with a new key serve for Beefeater. All our outdoor placements reflect the modern urban feel of the campaign, as well as two special mural sites in the drinking hubs of London's Brick Lane and Manchester's Northern Quarter."