Beefeater revives modern classic gin with limited edition


Beefeater Crown Jewel

A modern classic expression of Beefeater gin has been brought back to UK bars with the limited-edition relaunch of Crown Jewel.

After being discontinued in 2009, it has been re-created with a recipe made up of Beefeater’s nine botanicals and the addition of grapefruit to impart crisp notes of citrus.

Produced in small batches, it has the same high ABV of 50% which made it popular with bartenders because of its mixability in cocktails. Its relaunch is being targeted at top-end bars around the world including the UK.

Leading bars and restaurants have created new serves to showcase Beefeater Crown Jewel including Hawksmoor in Manchester and London and W London, Claridge’s, Pollen Street Social and Old Bengal Bar in London.

Originally created in 1993, the gin takes inspiration for its branding from the Tower of London, home to both the Yeoman Warders, or “Beefeaters”, and the UK’s crown jewels.

The bottle’s design features the names of the Tower’s eight ravens, celebrating the legend that ravens must remain in the Tower of London or the monarchy will fall.

Beefeater’s master distiller Desmond Payne, said: “Launched before the super-premium gin boom, Beefeater Crown Jewel was ahead of its time.

“It is hugely popular within circles of gin connoisseurs for good reason: the velvety smooth gin shows superior, refined spirit notes with a delicate citrus aroma and – most significantly – a higher ABV of 50% that helps flavours hold together.

“These attributes won Beefeater Crown Jewel legions of fans before its discontinuation and we hope to once again excite gin enthusiasts with the limited-edition relaunch.”

Global brand ambassador Seb Hamilton-Mudge added: “Beefeater Crown Jewel is synonymous with excellence in mixology, a tradition that we are committed to supporting with this limited-edition revival.

“As part of the relaunch, Beefeater has challenged seven of the world’s top bartenders to celebrate this peerless gin with new and exciting serves that showcase the best of Beefeater Crown Jewel.

“The innovative cocktails will be available throughout the world, so I encourage gin enthusiasts to try them for a truly exceptional and exclusive drinking experience.”

Limited quantities of the gin are also available for sale from The Whisky Exchange and visitor attraction Beefeater: The Home of Gin in London at a recommended retail price of £50 per 100cl bottle.

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