GQ has struck a deal with Allied Domecq to serve the drinks company's Beefeater Gin cocktails exclusively at its readers' evenings events at top retail stores such as Liberty in Regent Street and Pal Zileri's new store on New Bond Street. The deal signals Allied Domecq's strategy to put sampling at the heart of its promotional activity for the drink, which targets 24- to 35-year-old men.
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