Beefeater keeps the flavours coming

Beefeater Peach & Raspberry

Pernod Ricard has announced the launch of a new flavoured gin, Beefeater Peach & Raspberry (37.5% ABV, 70cl, RSP £18.99).

It will be available exclusively in Asda for four weeks from 25 March 2021, before rolling out across the off-trade.

The new variant is inspired by two recipes from Beefeater founder James Burrough, who created Peach Liqueur and Raspberry Gin in the 1800s. The flavours have been given a modern twist by Master Distiller Desmond Payne MBE, to satisfy the sustained consumer demand for flavoured gins.

Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, said: “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 (+59.3%) and Beefeater Pink Strawberry (+6.1%) 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.”

The new product will launch in the brand’s new packaging, which strengthens existing premium and modern design cues and features optimised sustainability credentials.

Packaging alterations have allowed the brand to save 410 tonnes of plastic annually.