Gin sees red for the Insta generation

RHUBARB & Cranberry is the latest flavoured gin to join the Beefeater range.

Red in colour, the new 37.5% ABV variant uses juniper and citrus botanicals with added notes of rhubarb and cranberry. It joins existing flavoured gins, Beefeater Pink Strawberry and Beefeater Blood Orange, and super-premium variant Beefeater 24 in the range.

Master distiller, Desmond Payne, said Beefeater Rhubarb & Cranberry is made by distilling the Beefeater Dry Gin base and then adding natural rhubarb and cranberry flavours.

“Whilst the product has a prominent fruit aroma, the base taste is discernibly that of juniper,” he said.

James Bremner, on-trade channel director at brand owner Pernod Ricard UK, said the new variant is “visually appealing” and taps into growing consumer demand for new flavoured gins.

“Beefeater Rhubarb & Cranberry is a bright, eye-catching colour that will appeal to the Instagram generation of gin drinkers, whilst providing a fresh and natural taste of our classic botanicals,” said Bremner.