Beefeater launches Rhubarb & Cranberry Gin
Pernod Ricard-owned Beefeater has expanded its flavoured gin portfolio with the release of its Rhubarb & Cranberry bottling.
The new Rhubarb & Cranberry expression uses classic Beefeater botanicals, juniper and citrus. It is enhanced with the slightly richer notes of rhubarb and juicy cranberry.
“This innovation is different to our original Beefeater Gin,” commented Desmond Payne, master distiller for Beefeater. “The process starts 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.
“Produced in our famous London copper stills, this is clearly part of the award-winning Beefeater family. The fruit influence is achieved using exclusively natural flavours – there is no compromise for excellence.”
According to IWSR 2021 data, the premium-plus flavoured gin category has experienced double-digit growth for nine consecutive years. Beefeater Blood Orange and Beefeater Pink Strawberry remained in the top eight flavoured gins in the UK in 2021.
Murielle Dessenis, global brand director for Beefeater, added: “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.
“The flavoured gin category must continue to excite consumers by grabbing their attention with elevated flavour profiles, which is why our new flavour is based on consumer preference in the UK. Beefeater Rhubarb & Cranberry pushes the boundaries, whilst maintaining the integrity of Beefeater’s classic recipe.”
Beefeater recommends serving this new expression with classic Fever Tree tonic, with a dash of orange bitters and a fresh lemon wheel or a dried lime wheel garnish.
It is bottled at 37.5% ABV and will be available exclusively in the UK from September. It will be stocked in Asda and Waitrose with an RRP £19.49 (US$23.47), as well as in selected on-trade venues.
Beefeater saw its volumes increase by 23.5% to 3.3 million cases in the last year, ranking it the forth best-selling gin brand in The Spirits Business’ Brand Champions 2022 report.