Beefeater to launch gin for sipping

Beefeater Burrough's ReserveBeefeater is to launch Beefeater Burrough’s Reserve, a hand-crafted, ultra-premium gin that is rested in oak barrels and recommended for serving neat.

Bottled at 43 per cent ABV, it will be available in selected bars across London and in prestige off-trade retailers in the UK from June.

Only a limited amount of Burrough’s Reserve will be released annually, presented in a distinctive glass bottle embossed with botanical shapes.

Produced by master distiller Desmond Payne, it uses the original Beefeater recipe refined by Beefeater’s founder James Burrough in the 1860s.

It is made in Burrough’s original 19th-century copper still and then rested in Jean de Lillet oak barrels – the only gin to have ever been treated in this way. The resting period imbues the gin with subtle characteristics of oak and residual Jean de Lillet, with a look of liquid gold.

With comparisons made to a fine single malt or barrel-aged rum, Burrough’s Reserve is recommended to be served neat.

The launch will be supported by Pernod Ricard UK with a range of marketing initiatives, including a consumer mentoring programme that will highlight the association between Beefeater Burrough’s Reserve and free-thinking.

Adam Boita, marketing controller at 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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