Chivas Bros, the scotch whisky and premium gin division of Pernod Ricard, has introduced Tea Salon experiential events and is targeting bartenders and mixologists around the world to continue to drive the brand.
Paco Recuero who became brand director for gins in June, outlined plans to create a new wave of gin and tea cocktails. Already the company has run a competition among 70 bartenders from Canada, Greece, Italy, UK and the US to win a trip to Japan. Jacob Sweetapple from Canada won it.
Well known London bartender, Tony Conigliaro of 69 Colebrook Row is working with Beefeater 24 to create a range of tea cocktails, incorporating his molecular mixology. These will be available at Colebrook Row and Zetter Townhouse in London. He is also partnering with Beefeater 24 to host a series of bartender and consumer masterclasses.
Bar Manager Andrea Montague of Jubjub in London’s trendy Shoreditch, has already worked with Beefeater 24, and she has developed a range of tea cocktails at the members’ club within Callooh Callay, Jubjub Bar.
Chivas sees Jubjub as representing both the values and personality of Beefeater 24. It will be part of the company's international bartender training programmes which are based at the distillery.
In China B24 was used not only to introduce gin to the Chinese, but also: the London Dry style; Beefeater as a global gin brand and finally 24 as a super premium white spirits brand that contains Chinese and Japanese tea as key botanical ingredients.
The Tea Salon concept is seen as part of a day-to-day strategy for seeding the relatively new brand, launched 2008, in the on premise sector.