Beefeater visitors’ centre opens in London

Chivas Brothers has opened its new multi-million pound visitor centre at its Beefeater gin distillery in London – the first of its kind in the city.

Alexandre Ricard and other Pernod Ricard executives yesterday opened Beefeater gin’s new visitors’ centre

The visitors’ centre, which is the first gin distillery visitors’ centre to ever be opened in the UK’s capital, was officially unveiled yesterday by Alexandre Ricard, deputy CEO and COO of Pernod Ricard, parent company of Chivas Brothers.

Housed inside the 55-year-old Beefeater distillery, the new centre, called Beefeater London: The Home of Gin, features a series of interactive showcases, enabling guests to see, touch and smell the botanicals used within Beefeater’s production process.

They will also have the opportunity to see Beefeater in production and learn more about the history of London dry gin.

“This opening celebrates Beefeater’s unrivalled authenticity and provenance and will provide gin fans with a truly unique experience which is not just educational, but also engaging and inspiring,” said Laurent Lacassagne, chairman and CEO of Chivas Brothers.

“We are confident that this investment, combined with our consistent innovation and dynamic marketing, will continue to drive the growth of our business and ensure further historical sales highs of Beefeater and the entire London gin category.”

French drinks group Pernod Ricard hopes that Beefeater, the oldest gin brand which has continually been distilled in London, will become a “must-see” tourist attraction in the city.

To mark the opening, Beefeater launched a new gin inspired by the botanicals found in the Chelsea Physic Garden, called Beefeater London Garden gin.