Beefeater Gin gaining radio campaign, beefcake.

Byline: Jim Kirk

Don't blush, but there's some beefcake in your new Beefeater Gin advertising.

And the brand's famous "Yeoman" warder on the bottle? He's getting a makeover too. If you look closely, he's younger. Much younger. In fact, his gray beard is now brown.

Want another shocker? Beefeater, the sleepy premium gin brand that is one of the jewels in Allied Domecq's crown, is getting its own radio ad campaign _ a first for the brand.

The moves are the latest in Allied Domecq's effort to overhaul some of its long-standing brands. And with the renaissance of the cocktail culture, with 20- and 30-somethings clinking martini glasses again, Beefeater is trying to make some noise among the growing din in gin.

Admitting that the 180-year-old brand had gotten stodgy, Allied is turning its attention to both younger and female drinkers.

"We are trying to reach out to a new target audience," said Philip West, the brand manager. "While we're not walking away from our core audience, the new campaign is more gender-neutral."

One radio ad from agency BBDO Chicago has a female narrator extolling the virtues of the perfect martini to a retro jazz beat. "The perfect martini does not begin with Beefeater gin. It begins with two very cold glasses chilled to the point of frost, a…