UK Gin brand Beefeater have utilised two historic recipes from founder James Burrough in the 1800s to create its new Peach & Raspberry expression
Developed by Beefeater master distiller Desmond Payne, the new uses the brand’s London Dry recipe as its base, with added natural peach and raspberry flavours.
Payne said: “We love to experiment and James Burrough’s historic recipes provide us with a wealth of inspiration we are lucky to have.
“Adding just a hint of peach and raspberry to Beefeater’s classic recipe, produced in our iconic London copper stills, has created another approachable flavour with a twist that’s both light and fresh, perfect for the warmer months ahead.
“The new flavoured gin is clearly part of the award-winning Beefeater family, whilst there is a prominent fruit aroma the overall taste is discernibly still that of classic juniper.”
Bottled at 37.5% ABV, Beefeater Peach & Raspberry presents an opportunity for the brand to further increase their flavoured gin sales. Their last releases, the brand’s Pink Strawberry and Blood Orange gins, which each saw sales increase by 59.3% and 6.1% respectively.
Chris Shead, off-trade channel director for Pernod Ricard UK, added: “Flavoured gin represents a huge opportunity as it makes up 40% of premium gin in the UK and is growing +21.6%.
“Beefeater Blood Orange and Beefeater Pink Strawberry are performing exceptionally well since launch. Introducing new and exciting flavours is not only a fantastic recruitment tool for the category but also a great way to tap into different occasions and consumer taste profile needs.”
For more information, go to beefeatergin.com