Beefeater launches summer gin

26 April, 2010

Chivas Bros has unveiled a Beefeater London Dry Summer Gin which will be available from next month (May) in key global markets in a special edition bottle for a limited period. It will retail at £17.99.

Chivas Bros has unveiled a Beefeater London Dry Summer Gin which will be available from next month (May) in key global markets in a special edition bottle for a limited period. Itwill retail at £17.99.

Master Distiller Desmond Payne has selected new floral botanicals that are said to capture the essence of summer including elderflower, hibiscus and blackcurrant to work alongside the botanicals of the original Beefeater recipe.

Beefeater London Dry Summer Gin is described as a lighter style gin and is presented in the same distinctive clear bottle shape as the original, decorated with floral images to reflect the new botanicals.

Payne explains: “I wanted to create a gin that would be ideally suited to lighter summer drinks and take advantage of those rarer botanicals that are less available to remind consumers of the wonderful aromas and tastes of summer in a gin.”

Simon Burley brand director for gins at the Pernod Ricard subsidiary said: “We are planning more limited editions in the future and are confident that they will capture the imagination of gin lovers around the world and create even greater stand out for the brand in a competitive market.”





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Joe Bates

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In Cannes last month as I dashed around from stand to stand and from interview to interview amid a whirl of product launches and cocktail parties, I heard one question asked over and over again.

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