Olly Wehring

Beefeater Borough's Reserve: But, where are the beefeaters?

By: Olly Wehring - 22 April 2013 15:53

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Well, Pernod Ricard, I must say I am a mite disappointed in you.

Just over four years ago, Pernod's Chivas Brothers Scotch and premium gin unit put on the party to end all parties to back the launch of Beefeater 24. The addition of a permanent extension to Beefeater's portfolio warranted a fleet of Mercedes to collect us from the nearest train station, the hire of the home of the Duke of Northumberland, Syon Park, and the recruitment of the circus troupe and vaudeville act Lost Vagueness to provide entertainment at literally every corner.

The announcement - if you want to call it that - of the latest Beefeater extension today, however, didn't quite match up.

All we got to herald the launch of Beefeater Burrough's Reserve on this miserable Monday was a press release and a photo. No swanky cars, no posh pile in the country... Dammit, not even any fire-eating beefeaters.

And, as many of you know, my opinion has always been: No fire-eating beefeaters; no comment.

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