PERNOD Ricard has added some fruit flavour to its Beefeater brand with the launch of a new peach and raspberry variant.
Launching later this month, Beefeater Peach & Raspberry will be available exclusively in Asda from 25 March for a four-week period, before being rolled out across the off trade.
The new 70cl pack is 37.5% ABV and priced at £18.99 RRP.
Beefeater Peach & Raspberry is rolling out in packaging in line with the brand’s recent revamp and has a soft pastel peach coloured liquid.
Chris Shead, off-trade channel director at Pernod Ricard UK said: “Flavoured gin represents a huge opportunity as it makes up 40% of premium gin in the UK and is growing at 21.6%.
“Beefeater Blood Orange and Beefeater Pink Strawberry 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.”
Beefeater master distiller Desmond Payne said: “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 family, whilst there is a prominent fruit aroma the overall taste is discernibly still that of classic juniper.”
