Beefeater Blood Orange is bursting onto the gin scene, as the latest bold and refreshing expression from the world’s most awarded gin brand. Inspired by the Orange Gin distilled by Beefeater’s founder, James Burrough in 1876, and created to satisfy a growing global thirst for fruit-flavoured gin, Beefeater Blood Orange has a bitter-sweet juicy flavour and a vibrant, striking colour, set to appeal to today’s gin drinker.
The new expression builds on Beefeater’s long history of experimentation, which saw founder James Burrough develop his first Orange Gin using oranges sourced from London’s iconic Covent Garden fruit market. Today, Beefeater Blood Orange is expertly made in London under the watchful eye of gin’s most experienced Master Distiller, Desmond Payne MBE – a pioneer of the modern gin industry.
The Gin category shows no sign of slowing and is now worth £903m, growing 48.3% versus last year[1]. Within this, Flavoured Gin is growing by 457% in value and represents 28% of total Gin1. Beefeater continues to be the most popular gin brand amongst bartenders[2] and is growing at +404.1% volume in the off-trade, faster than the category at 40.1%[3].
Chris Ellis, Commercial Director for Pernod Ricard UK, comments: “There is a significant opportunity in the UK for Orange Gin, as 83% of current growth is incremental to the wider category[4]. Orange Gin has swiftly become the second fastest growing gin flavor, after pink[5], yet the majority of Orange Gins currently on the market are only available at a super-premium price. Enter Beefeater Blood Orange, the accessible Orange Gin. We were blown away by the success of Beefeater Pink last year, and with Premium+ Orange Gin growing faster in its infancy than its pink equivalent did, we can’t wait to see how Beefeater Blood Orange performs.”
Desmond Payne MBE, Beefeater Master Distiller, comments:
“Like our founder James Burrough, who created his first Orange Gin to appeal to his contemporaries almost 150 years ago, we have created this zesty new gin for the cocktail and spritz drinkers of 2019, who will love its enticing citrus aromas, bold flavours and statement shade.”
Beefeater Blood Orange is designed to be enjoyed in a Blood Orange B&T, blending Beefeater Blood Orange with tonic or ginger ale or, if you are looking for a low-calorie mixer, try soda water and serving in a goblet over ice and a slice of blood orange. However, its versatile flavours and aromas also make it the perfect base for a broad range of cocktails and Beefeater invites mixologists and consumers alike to experiment with this delicious, juicy gin.
Beefeater Blood Orange will be piloted exclusively in the United Kingdom and Ireland from March 2019. Available across the on and off-trade (RRP £18.99) from March 2019.
[1] Nielsen Total Coverage 05.01.19
[2] Drinks International Annual Brands Report 2018
[3] AC Nielsen – 01/07/18-05/01/19 and CGA – 01/07/18-08/09/18
[4] Shopper Loyalty data: 52 week(s) from 16/10/2017 to 14/10/2018.vs YAGO
[5] Sources: Nielsen | Grocery Multiples | Value Sales (£000s), +/- Value Sales YA (£m) and Average Selling Price per 70cl | MAT to 29.09.2018
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