Spirits giant thinks pink

The new gin has an ABV of 37.5%

A PINK gin intended to appeal to a new generation of drinkers has been launched by spirits giant Pernod Ricard in time for summer.

Beefeater Pink combines natural strawberry flavour with citrus and juniper botanicals to create a “delicate and refreshing” gin, which is described as “delicious, fun and visually-appealing”.

The new spirit is packaged in a transparent glass bottle to showcase the vibrant colour of the gin; and there’s a graffiti-style logo, which was inspired by stencil art and is intended to “capture the contrast between tradition and modernity that epitomises the spirit of London” – the home of Beefeater gin.

Eric Sampers, brand director for Beefeater gin, said: “Beefeater Pink really captures what gin has become – a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions.”