New Beefeater Burrough’s Reserve to “redefine” gin drinking

Chivas Brothers has announced the launch of Beefeater Burrough’s Reserve, an ultra-premium sipping gin matured in Jean de Lillet oak barrels designed to “redefine” the category.

Beefeater Burrough’s Reserve is designed to be sipped chilled and neat

Based on a recipe developed by Beefeater founder James Burrough in the 1860s, Burrough’s Reserve is hand crafted using the distiller’s original copper ‘Still Number 12’, which has a small capacity of 268 litres.

Current master distiller Desmond Payne has recreated the gin from Burrough’s original recipe to create a gin with a pale gold appearance and slight oaky character.

Chivas Brothers describes the 43% abv release as having a long and complex finish with subtle citrus, juniper and gentle spice flavours.

The first permanent addition to the Beefeater portfolio since Beefeater 24 in 2008, Burrough’s Reserve will be launched initially into Spain in June before rolling out to the UK in late June and the US in October.

A limited amount will be released globally each year in an individually numbered, round glass bottle designed to stand out from the existing range.

“After 45 years in the drinks industry, I wanted to create something truly unique that celebrated the distilling heritage of Beefeater,” said Payne. “I had been interested in resting gin for a while and knew that if the cask was right, we could make a really exciting new gin that changed people’s perceptions of the spirit.

“I felt that the use of Jean de Lillet casks and Still Number 12 would introduce a new character to the gin, elevating it to a place that had not been explored before.

“I expect Burrough’s Reserve to appeal to free thinking individuals who enjoy challenging convention and exploring new sensory experiences with gin.”

Payne recommends his latest creation be served chilled and neat without dilution.

The launch will be supported by an integrated marketing campaign in local markets, including a consumer mentoring programme that will “highlight the association between Beefeater Burrough’s Reserve and free-thinking”.

Paco Recuero, global brand director for Beefeater Gin, added: “Burrough’s Reserve is going to redefine how we drink and enjoy gin, and we are confident that gin enthusiasts – and those who enjoy new drinking experiences – will embrace this unique drink and help to make it a worldwide success.”