(l-r) Eric Benoist, Chivas Brothers marketing director; Desmond Payne, Beefeater’s master distiller; Alex Ricard, Pernods deputy CEO & COO, and Laurent Lacassagne, Chivas chairman & CEO at the centres launch this week

(l-r) Eric Benoist, Chivas Brothers' marketing director; Desmond Payne, Beefeater’s master distiller; Alex Ricard, Pernod's deputy CEO & COO, and Laurent Lacassagne, Chivas' chairman & CEO at the centre's launch this week

Pernod Ricard has lifted the curtain on a "multi-million pound" visitor centre at its Beefeater gin distillery in London. 

The 'Home of Gin' exhibiton space in Kennington, which officially opened yesterday (22 May), has been curated by Beefeater's master distiller, Desmond Payne, and includes artefacts from the distillery's archives and interactive elements. The company claims it is the English capital's first ever visitor centre attached to a gin distillery. 

Laurent Lacassagne, Chivas Brothers' chairman & CEO said: "We are confident that this investment, combined with our consistent innovation and dynamic marketing, will continue to drive the growth of our business and ensure further historical sales highs of Beefeater and the entire London gin category.”

Last month, Pernod reported that Beefeater's nine-month sales rose by 1%, while volumes were up 2%

To coincide with the opening, Pernod has also launched Beefeater London Garden gin, which is available exclusively at the visitor centre, priced GBP22.50  for a 70cl bottle.