PERNOD Ricard is aiming to exploit a perceived gap in the gin market with the release of a new orange-flavoured gin.
Inspired by Beefeater founder, James Burrough, who is said to have first distilled orange gin in 1876, Beefeater Blood Orange is described as having a “bitter-sweet juicy flavour” and vibrant colour.
Chris Ellis, commercial director at Pernod Ricard, said: “Orange gin has swiftly become the second fastest-growing gin flavour, after pink, yet the majority of orange gins currently on the market are only available at a super-premium price.
“Enter Beefeater Blood Orange, the accessible orange gin. We can’t wait to see how it performs.”
Designed to be mixed with tonic or ginger ale, the flavoured spirit will be piloted in the UK and Ireland from this month.