Beefeater 24: new super-premium gin unveiled
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Written by Pernod Ricard UK
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Monday, 27 October 2008 |
 Source: Pernod Ricard UK
The world's leading premium gin is proud to unveil Beefeater 24, a new super premium expression which takes the very best of Beefeater's heritage, quality and expertise and combines it with the glamour of London, the city in which it is distilled.
Beefeater 24 brings a new dimension to the flavour of gin thanks to the distinctive new recipe created by Master Distiller Desmond Payne.
Beefeater 24 is made from 12 hand-selected botanicals with a rare blend of teas at its heart. This complements the Beefeater style perfectly by bringing a fresh aroma and incredible smoothness to the final product.
Patrick Venning, Head of Marketing for Pernod Ricard UK explains: "Beefeater 24 has been created with today's sophisticated gin connoisseurs in mind. The super premium market continues to show strong momentum and offers excellent future growth opportunities making this a great time for us to launch this luxury expression."
Patrick Venning continues: "Beefeater 24 is a fusion of the old and the new - a glamorous new product for the 21st century that takes inspiration from the fact that the father of James Burrough, the founder of Beefeater, was a tea merchant by appointment to Queen Victoria."
Distilled in the very heart of London, Beefeater 24 takes its name from its unique 24-hour steeping process and the capital's 24-hour lifestyle.
It is presented in a stunning bottle inspired by the Arts & Crafts movement and will be available in the UK predominantly in the premium on-trade, but also in luxury outlets such as Harvey Nichols and Harrods, positioned at a significantly premium price to Beefeater London Dry Gin.
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