Beefeater relaunches ultra-premium Crown Jewel gin

14 November, 2022

London dry gin producer Beefeater has announced the launch of Crown Jewel, the ultra-premium pinnacle of the brand’s gin portfolio that first appeared as a limited-edition release nearly two decades ago.

A favourite of bartenders when first released, Crown Jewels is an elevated version of Beefeater’s London Dry Gin recipe, bottled at 50% abv.

“As an elevated expression of our house style, Beefeater Crown Jewel is one of my favourites within the portfolio due to its full, rounded and encompassing aroma and bartenders have been banging our door down to bring it back,” said Demond Payne MBE, master distiller for Beefeater.

“To taste, you get fresh grapefruit-led citrus leading to the bolder kick of classic juniper at the crown. A long progression of warm spices and a hint of liquorice sweetness finish with a reminder of deeper citrus notes.

“The botanicals are beautifully balanced providing a long, complex flavours that excite the palate through to the finish. The higher alcohol strength of 50% ABV supports and lifts the delivery of the 10 botanicals.”

Inspired by the jewels housed in the Tower of London, Crown Jewel is housed in a new ruby-styled bottle.

The release marks a strong move by Pernod Ricard into the increasingly popular premium-plus gin market.

 “Beefeater Crown Jewel provides those looking for reassurance and status from established international brands with something extra special from Beefeater,” said Murielle Dessenis, global brand director.

“By 2024, one in every three bottles of premium-plus Gin will be super-premium-plus and it, therefore, made sense for us to consider bringing back our ultra-premium gin from our archives that had previously been so well received by world-renowned bartenders and connoisseurs.”

Beefeater Crown Jewel launched on 11 November in 16 countries.

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.