SPIRITS giant Pernod Ricard is to launch a new gin under its Beefeater brand next month.
The first permanent introduction to the range since Beefeater 24 in 2008, Beefeater Burrough’s Reserve will be available to off-trade retailers and selected London bars initially.
Bottled at 43% ABV the gin was created by master distiller Desmond Payne, who is said to have used Beefeater founder James Burrough’s 19th century recipe and copper still. The gin is then rested in Jean de Lillet oak barrels that alter the flavour and colour of the spirit.
The launch will be supported by a marketing campaign with a focus on ‘free-thinking’ and will include a consumer mentoring programme.
Adam Boita, marketing controller at Pernod Ricard UK, said the new product “will continue to cement Beefeater as a premium spirit and driver of innovation within the gin category”.
Image – The gin comes in an embossed bottle.