Beefeater is my "go to" gin for mixing. Its flavor profile is well balanced with pleasantly sturdy, if mild, gin character. I think Beefeater makes for outstanding "modern" Aviations (as long as your lemon is fresh and you don't go overboard on the Luxardo maraschino). And I've really enjoyed lately Beefeater and freshly squeezed grapefruit with a touch of Aperol. The Hanky Panky (2 parts Beefeater, 2 parts sweet vermouth, 2 dashes Fernet Branca up with orange twist) I made a few nights ago was outstanding.

James, do not underestimate the emerging mixology scene here in the States. It is growing, there are converts every day (I am a recent one), major cities have developed cool venues for such (like No. 9 Park, Eastern Standard and Drink in BOS) and it's become the nexus of drinking and fine dining in many places. Find how Beefeater connects to the classic cocktail niche and market the heck out of it.

For martinis? Beefeaters will do, but I go more for Plymouth for a classic martini. And I love the floral/cucumber notes of Hendrick's in a martini with cucumber garnish, so subtle and pleasing in hot weather.

BTW, I never have Bloody Marys with vodka anymore...always with gin! the original infused vodka Go gin!