Beefeater ‘elevates’ line-up with grapefruit
Pernod Ricard-owned Beefeater Gin has debuted a new expression, enhanced by the ‘juicy freshness’ of grapefruit.
The London-based brand has positioned the new citrus-inspired Beefeater Grapefruit as an ‘ideal addition’ to a Paloma cocktail.
The expression, which launches in Norway today (5 March), will be made available going forward in growing Nordic and European markets where flavoured gin ‘remains popular’ as consumers continue to search for ‘dynamic experiences and bold flavours’.
Distilled in a traditional copper still, Beefeater Grapefruit has been created using the classic Beefeater London Dry recipe as its base, with added natural grapefruit flavours to enliven the gin’s citrus botanicals while maintaining the depth, integrity and subtle juniper notes that sit at its core.
Labelled a spirit drink, the liquid is presented at 37.5% ABV, and has been made using exclusively natural grapefruit flavours that are said to ‘awaken’ Beefeater’s lemon and bitter orange botanicals.
Desmond Payne, Beefeater master distiller emeritus, commented: “The use of grapefruit is certainly not something that is new to me and the team, being used to craft our premium expressions Beefeater 24 and Crown Jewel. It is the perfect complement to juniper, its sharpest collaborator, whilst providing the perfect stage for our iconic citrus profile.
“Consumers don’t have to decide between the old and new. Instead, they can choose Beefeater Grapefruit, a pioneering spirit with over 200 years of London craft on its side.”
Toni Ingram, global strategy, portfolio and innovation director, gins, added: “It is a pleasure to finally launch Beefeater Grapefruit. Eastern European markets will be the first to try this bold, citrus-forward flavoured spirit drink as we continue to see the flavoured gin market flourish here.
“Grapefruit is one of the most searched for flavoured spirits, and Beefeater continues to fuse together over 200 years of London craft and innovation with these changing consumer attitudes in mind.
“Our consumers are looking for dynamic experiences as they explore their vibrant cities, and Beefeater Grapefruit will give them a truly exceptional moment to savour.”
Beefeater Grapefruit joins two other permanent flavoured spirit drinks in the brand’s portfolio: Beefeater Blood Orange and Beefeater Pink Strawberry.
Beefeater Grapefruit will debut in Norway before rolling out across Czech Republic and Slovakia from 25 March, and Poland, Romania, Bulgaria, Ukraine and Denmark later this spring.
While flavoured gin may still be popular in the Nordics, elsewhere the trend’s bubble is beginning to burst.
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