Beefeater brings new gin to market


CHIVAS Brothers has launched a new limited edition Beefeater gin in time for summer.

Developed by master distiller Desmond Payne, Beefeater London Market Gin was inspired by the capital’s food markets.
Following in the footsteps of Beefeater founder James Burrough, who is said to have created the gin using exotic produce bought in places like Covent Garden, Payne searched London markets for ingredients to use in the new gin.
The additional botanicals chosen by Payne are said to create a “vibrant and refreshing” gin with the light and fruity notes of pomegranate seeds, citrus tones from kaffir lime leaves and the exotic spice of cardamom pods.
“As the world’s number one premium gin brand, we are committed to driving the premium gin category forward by introducing innovative new products and different serving suggestions,” said Eric Benoist, marketing director at Chivas Brothers.
“Our limited editions are a perfect example of this commitment, and will provide the consumer with fresh inspiration, distinguishing Beefeater in what is a highly competitive market.
“The Beefeater London Market Gin is perfect for creating new gin cocktails this summer so we are confident that it will capture the imagination of gin lovers around the world.”