The World’s Most Awarded Gin[1] is introducing a new, refreshingly light flavour ahead of Gin season and amidst Flavoured Gin acceleration

Beefeater is introducing a refreshingly natural new Gin ahead of Spring, Beefeater Peach & Raspberry. The new flavour is anchored in the brand’s rich, 200-year heritage, and is inspired by two historic recipes from founder, James Burrough, who created Peach Liqueur and Raspberry Gin in the 1800s. The quintessential British flavours have been given a modern twist by Master Distiller and custodian, Desmond Payne MBE, to satisfy the sustained consumer demand for new exciting flavours.

The fresh new expression is soft pastel peach hue in colour and provides the perfect balance between the slightly sweet peach flavour and burst of raspberry. Made in the heart of London, Beefeater Peach & Raspberry has been created using the iconic Beefeater London Dry recipe as its base, with added natural peach and raspberry flavours. The fruit influence is achieved with no compromise to quality and uses exclusively natural flavours.

Chris Shead, Off-Trade Channel Director, Pernod Ricard UK, comments: “Flavoured Gin represents a huge opportunity as it makes up 40% of Premium Gin in the UK and is growing +21.6%[2].  Beefeater Blood Orange (+59.3%) and Beefeater Pink Strawberry (+6.1%)[3] are performing exceptionally well since launch. Introducing new and exciting flavours is not only a fantastic recruitment tool for the category, but also a great way to tap into different occasions and consumer taste profile needs.”

Desmond Payne, Master Distiller, Beefeater, adds: “We love to experiment and James Burrough’s historic recipes provide us with a wealth of inspiration we are lucky to have. Adding just a hint of peach and raspberry to Beefeater’s classic recipe, produced in our iconic London copper stills, has created another approachable flavour with a twist that’s both light and fresh, perfect for the warmer months ahead.  The new Flavoured Gin is clearly part of the award-winning Beefeater family, whilst there is a prominent fruit aroma the overall taste is discernibly still that of classic juniper.”

The new Flavoured Gin will launch in the brand’s new packaging, revealed last month, which proudly heroes its position as the World’s Most Awarded Gin1, strengthens existing premium and modern design cues and features optimised sustainability credentials. The updated design modernises key elements of the current bottle, such as a new bottle shape, modelled on the iconic London brick, and uses a 100% recyclable glass bottle, the existing plastic cap has been replaced with a premium embossed, aluminium cap and the label has moved from plastic to paper for a crafted, elegant feel. These reductions have allowed the brand to create an annual saving of 410 tonnes of plastic (equivalent to 17 million standard plastic water bottles) [4].

Beefeater Peach & Raspberry will be available exclusively in Asda for four weeks from 25th March 2021, before being rolled out across the Off-Trade. 37.5% ABV, 70cl, RRP £18.99. Best enjoyed with ice, tonic and a garnish of a juicy peach wedge and a few juicy raspberries.

[1] Based on international spirits awards from 2004-2020

[2] IWSR 2019

[3] AC Nielsen L26W to 02.01.21 MAT Value Sales

[4] Estimate based on 2019 volume

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