Pernod Ricard has announced that it will launch a new pink expression of Beefeater gin made with natural strawberry flavour.
Due to be released in selected markets in March, Beefeater Pink will be available in the UK from April, tapping into consumers’ appetite for innovative gins, including pink ones.
Made by Beefeater’s master distiller Desmond Payne, the new gin is the first innovation to be launched by The Gin Hub, a new stand-alone entity that is spearheading growth for Pernod Ricard’s three brands, Beefeater, Plymouth and Seagram’s.
Desmond’s recipe was inspired by the experiments and inventions of James Burroughs, the founder of Beefeater, who came up with products such as raspberry gin, cherry brandy, British brandy, and mint bitters. It combines the strawberry flavour with citrus and classic botanicals including juniper, with ABV of 37.5%.
Sophie Gallois, managing director of The Gin Hub, said: “We know that the gin industry is booming and there is a real appetite for new and innovative expressions that offer consumers a different drinking experience.
“In Spain, for example, the pink gin trend accounts for 40% of all value growth within the total gin category, so there is huge potential to tap into.
“I’m delighted that The Gin Hub is introducing Beefeater Pink. This statement drink showcases the incredible quality of Beefeater Gin, while the fresh addition of strawberry to our vibrant botanicals gives the drink its pink colour.”
According to an independent report commissioned by Beefeater called “Cocktails: The New Golden Era,” millennials – dubbed “Gineration X” – are driving interest in cocktails with increasingly complex flavours.
Beefeater Pink’s transparent glass bottle features a graffiti-style logo inspired by stencil art as part of a design aiming to reflect “the contrast between tradition and modernity that optimises the spirit of London”, where Beefeater London Dry Gin is produced.
Eric Sampers, brand director for Beefeater Gin, said: “Beefeater Pink really captures what gin has become, a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions. Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist with each other.”
Beefeater Pink is recommended for serving in a glass goblet with tonic water, lemonade or on the rocks with chopped fresh strawberries.
According to Beefeater’s tasting notes, the new gin has soft fruit flavours of strawberry that tune perfectly with classic notes of juniper and citrus to produce a finely balanced contemporary gin. It has a soft, natural pink appearance with a pleasant strawberry aroma.