Product Launch - GLOBAL: Pernod Ricard's Beefeater Burrough's Reserve

By | 22 April 2013

Click through to view Pernod Ricards Beefeater Burroughs Reserve

Click through to view Pernod Ricard's Beefeater Burrough's Reserve

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Pernod Ricard's Beefeater Burrough's Reserve

Category - Spirits, gin, 43% abv

Available - From June

Location - Initially in Spain, then rolling out into “other key markets”, including the UK and US

Price - In Spain EUR70 (US$91) per 70cl bottle

Distribution - Pernod Ricard

Burrough's Reserve is set to be a permanent addition to Pernod Ricard's Beefeater gin portfolio. The expression has been “rested” in Jean de Lillet oak barrels, having been distilled in the original copper 'Still Number 12' used by the founder of Beefeater, James Burrough, in the 1860s.

Each bottle of Burrough's Reserve will carry a batch and bottle number. A limited – albeit unspecified – number of units will be released each year.

Click here for Chris Mercer's comments on the so-called gin revival.

Show the press release

Beefeater, the world’s best-selling and most awarded premium gin*, is expanding the boundaries of the gin category with the launch of Beefeater Burrough’s Reserve; a hand-crafted, ultra premium gin unlike any other. Distilled in a small historic copper still from the 19th Century, the spirit is then uniquely rested in Jean de Lillet oak barrels. With its complex character, Burrough’s Reserve should then be sipped neat, presenting a new experience for those seeking to explore the world of premium quality gin.

Produced by Master Distiller Desmond Payne using the original Beefeater recipe refined by Beefeater’s founder James Burrough in the 1860s, Burrough’s Reserve is distilled by hand using Burrough’s original copper “Still Number 12”, combining Beefeater’s distilling heritage with modern innovation to create this category-first expression.

With a capacity of only 268L, Still Number 12 produces small batches of sophisticated spirit with its own intriguing character.  The batches are so limited that each bottle of Burrough’s Reserve displays its batch and bottle number on the label.

Burrough’s Reserve is the only gin to have ever been rested in Jean de Lillet oak barrels, each of which has been hand-selected by Desmond Payne. The result of the resting period is a remarkable transformation, imbuing the gin with the subtle characteristics of the oak and residual Jean de Lillet, with a look of liquid gold. With similarities to a fine single malt or barrel-aged rum, Burrough’s Reserve is recommended to be served neat, with its long and complex finish encouraging the drinker to linger over the liquid, allowing the subtle citrus flavours to develop, which lead on to juniper before finishing on gentle spice.

The first permanent addition to the Beefeater range since the launch of Beefeater 24 in 2008, only a limited amount of Burrough’s Reserve will be released annually, presented in a distinctive and eye-catching glass bottle, embossed with botanical shapes.

Beefeater Master Distiller, Desmond Payne, comments: “After 45 years in the drinks industry, I wanted to create something truly unique that celebrated the distilling heritage of Beefeater. I had been interested in resting gin for a while and knew that if the cask was right, we could make a really exciting new gin that changed people’s perceptions of the spirit. I felt that the use of Jean de Lillet casks and Still Number 12 would introduce a new character to the gin, elevating it to a place that had not been explored before. I expect Burrough’s Reserve to appeal to free thinking individuals who enjoy challenging convention and exploring new sensory experiences with gin.”

Paco Recuero, Global Brand Director for Beefeater Gin, says: “Beefeater is known for its consistent, excellent quality and, with the launch of Burrough’s Reserve, we’re excited to be continuing to establish ourselves as the leader of innovation within the gin category. Burrough’s Reserve is going to redefine how we drink and enjoy gin, and we are confident that gin enthusiasts – and those who enjoy new drinking experiences – will embrace this unique drink and help to make it a worldwide success.”

Beefeater Burrough’s Reserve is bottled at 43% ABV and will be available in Spain from June 2013, before rolling out into other key markets such as the UK and US. The launch will be supported in local markets through a range of marketing initiatives, including a consumer mentoring programme that will highlight the association between Beefeater Burrough’s Reserve and free-thinking.

*Source: just-drinks Research 2003-2012, conducted in March 2013


Original source: Company Release

Expert analysis

Gin & Genever in Emerging Markets to 2016: Market Guide

"Gin & Genever in Emerging Markets to 2016: Market Guide" provides in-depth detail on the trends and drivers of the Gin & Genever market in Emerging Markets. The report includes quantitative information (historic and forecast market values), as well as data, to help companies in the Alcoholic Drinks industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies.

Sectors: Product launches, Spirits

Companies: Pernod, Ricard

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Product Launch - GLOBAL: Pernod Ricard's Beefeater Burrough's Reserve

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