THE Gordon’s Gin sign, a landmark at Beaumont for longer than the filter-in-turn, could soon be consigned to the annals of Island history.

If Environment approve an application from marketing agency the Image Group, the old sign celebrating what is purported to be the ‘ginniest of gins’ will be replaced by a brand-new illuminated advertisement extolling the corporate image of Cable and Wireless.

The Beaumont sign fizzled out some time ago, having fared extremely well since it was first illuminated in the 1960s.

Gordon’s decision to pull out opened up the opportunity to find a new tenant.

The lofty advertising space is leased to Image and Channel Islands Advertising.

Last summer the old Environment and Public Services Committee agreed that it could be replaced, but not by some run-of-the-mill advertisement.

Acknowledging the landmark status of the site, and Islanders’ fondness for it, the committee advised that the replacement had to be an internationally renowned image.

Gordon’s were not interested in renewing their long-time presence in the prominent spot, so the search was on for a new tenant.