Beefeater enhances portfolio with Blood Orange expression

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Pernod Ricard is launching Beefeater Blood Orange in a bid to “satisfy a growing global thirst for fruit-flavoured gin”.

The latest expression is inspired by the Orange Gin distilled by Beefeater’s founder, James Burrough in 1876, using oranges sourced from London’s Covent Garden fruit market.

Beefeater Blood Orange, a liquid characterised by its “bitter-sweet juicy flavour” and “vibrant colour”, is today made in London under the watchful eye of Beefeater’s master distiller Desmond Payne MBE.

Desmond said: “Like our founder James Burrough, who created his first Orange Gin to appeal to his contemporaries almost 150 years ago, we have created this zesty new gin for the cocktail and spritz drinkers of 2019, who will love its enticing citrus aromas, bold flavours and statement shade.”

Beefeater Blood Orange is designed to be enjoyed in a Blood Orange B&T, blending the gin with tonic, ginger ale or soda water, and serving in a goblet over ice with a slice of blood orange. It can also be used as a base for a wide range of cocktails.

Chris Ellis, commercial director for Pernod Ricard UK, said: “Orange Gin has swiftly become the second fastest growing gin flavor, after pink, yet the majority of Orange Gins currently on the market are only available at a super-premium price. Enter Beefeater Blood Orange, the accessible Orange Gin.

“We were blown away by the success of Beefeater Pink last year, and with Premium+ Orange Gin growing faster in its infancy than its pink equivalent did, we can’t wait to see how Beefeater Blood Orange performs.”

Beefeater Blood Orange will be released exclusively in the UK and Ireland from next month, available across the on and off-trade.

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