Pernod Ricard bolsters Beefeater range
PERNOD Ricard has added some more colour to its Beefeater portfolio through the launch of a rhubarb and cranberry infused expression.
Beefeater Rhubarb & Cranberry boasts a bright red coloured liquid. Tasting notes for the 37.5% ABV gin describe a spirit that offers tart rhubarb flavours balanced with cranberries to compliment the Beefeater profile.
Beefeater Rhubarb & Cranberry will launch this month in Asda, Waitrose and selected on-trade venues. It’s priced at £19.49 RRP for a 70cl bottle.
The new variant joins Beefeater Blood Orange and Beefeater Pink Strawberry in Pernod Ricard’s flavoured gin portfolio.
Desmond Payne, master distiller for Beefeater, said: “This innovation is different to our original Beefeater Gin. 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 by using exclusively natural flavours – there is no compromise for excellence.”
Chris Shead, off-tade channel director for Pernod Ricard UK, said: “Beefeater Blood Orange and Beefeater Pink Strawberry remain in the top eight flavoured gins in the UK in 2021 despite intensified competition since launch.
“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.”
