Chivas Brothers, the Scotch whisky and gin division of Pernod Ricard, has launched Beefeater 24, a super premium extension to its Beefeater gin brand.

Beefeater 24, to be launched at a special event in London this Thursday (30 October), will be available in luxury retailers such as Harrods and Harvey Nichols, Pernod said today (27 October).

Nick Blacknell, brand director for London-based Beefeater Gin, said: "Beefeater 24 has been created with today's sophisticated gin connoisseurs in mind.  The Super Premium market continues to show strong momentum and offers excellent future growth opportunities making this a great time for us to launch this luxury expression".

Global gin sales have been in decline for the last decade, but the premium segment grew by 4.2% year-on-year between 2005 and 2007, said Chivas, citing IWSR figures. Super premium gin "remains small", but rose by 19 year-on-year from 2005 to 2007, it added.

Beefeater 24 takes its name from its 24-hour steeping process, while also plays on London's reputed 24-hour lifestyle, Pernod said.