Beefeater launches lower-ABV spirit drinkBy Melita Kiely
Pernod Ricard-owned gin brand Beefeater has unveiled its first lower-ABV spirit drink: Beefeater Botanics Lemon and Ginger.
Bottled at 27.5% ABV, Beefeater Botanics Lemon and Ginger is made from a gin base and distilled botanicals, which is enhanced with ‘100% natural flavours’.
Beefeater Botanics contains no added sugar, artificial flavours or sweeteners. A serve of 50ml Beefeater Botanics and 150ml light tonic contains 83 calories.
The expression is launching as a pilot test in Canada this month (April), priced at RRP CA$30.45 (US$24).
Murielle Dessenis, global brand director, said: “Innovation is at the heart of Beefeater and it has been a strong start to the year for us, delivering new packaging worldwide and three new pilot tests: Beefeater Light in Spain, Beefeater Peach and Raspberry in the UK and now, Beefeater Botanics in Canada.
”For us, innovation is about driving the premium, quality credentials of Beefeater but also responding to key consumer trends in each market to offer our core target consumer, 25-34-year-old urban explorers, something new and exciting.
“We know that for these consumers social connections are important and Beefeater Botanics will open up new drinking options not only to recruit new consumers into the brand but the wider gin category.”
Tasting notes include ’zesty lemon’ aromas and a ’fresh bite of ginger’ on the palate with ’delicate pine green notes’.
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