Beefeater to challenge consumers with premium gin

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Beefeater has announced plans to launch a unique hand-crafted, ultra-premium gin in June, designed to challenge the way the spirit is consumed.

 

The 43%-abv gin will be available in the off-trade at high-end retailers and will carry an rrp of £69. It will also be served in selected London on-trade outlets.

 

Burrough’s Reserve will be the first permanent addition to the distiller’s portfolio since 2008’s launch of Beefeater 24, but only a limited amount will be released annually.

 

Master distiller Desmond Payne has adhered to the original Beefeater recipe devised by company founder James Burrough in the 1860s.The gin is distilled by hand, using Burrough’s original copper still, before being rested in Jean de Lillet oak barrels to create a new and unique expression.

 

Beefeater claims Burrough’s Reserve is the first gin to undergo the oak barrel treatment, allowing the spirit to take on subtle oak characteristics and a golden hue.

 

Attempting to redefine the way premium gin is consumed, Burrough’s Reserve is recommended served neat.

 

Adam Boita, marketing controller at Beefeater brand owner Pernod Ricard UK, said: “The launch of Burrough’s Reserve will continue to cement Beefeater as a premium spirit and driver of innovation within the gin category.

 

“We are looking to challenge gin lovers’ perceptions and redefine the way in which they consume gin by introducing them to a new way of enjoying their favourite spirit.”

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