Pernod Ricard USA has launched its super premium extension to its Beefeater brand, Beefeater 24, in the US.

Chivas Brothers, the Scotch whisky and gin division of Pernod Ricard, unveiled Beefeater 24, a super premium extension to its Beefeater gin brand, in London late last year.

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

The wine and spirits company has been using its Beefeater brand to push an education programme about gin in the US. The company recently hosted full day gin synposiums in New York and San Franscisco. It used these events as the launch pad for the brand.

The events, presented by Beefeater, featured leading experts on gin and mixology, and were aimed at the trade and media guests.

"Gin is a complex and distinct spirit with a character and history to rival any other," said Juli Falkoff, marketing director for Beefeater Gin, Pernod Ricard USA. "To truly know gin is to understand gin from it's storied past to its rightful place in today's most popular and fashionable cocktails. Pernod Ricard boasts a portfolio of the world's best selling gin brands including Seagram's Gin, Beefeater London Dry Gin and Plymouth Gin so it makes sense that we, as a company, take the lead in educating our trade partners, the media and indirectly, consumers, on the opportunities and possibilities of gin."