Pernod Ricard’s Beefeater Pink

Pernod Ricard’s Beefeater Pink

Pernod Ricard's Beefeater Pink

Category - Spirits, gin, flavoured, 37.5% abv

Available - From March

Location - In 12 markets including the UK, Spain Australia, the Netherlands, and Turkey, prior to global roll-out

Price - RRP of EUR14.95 (US$18.35) per unit

Pernod Ricard has released details of a flavoured extension of the Beefeater gin brand, designed to appeal to Millennial consumers. Beefeater Pink, which was unveiled today, marks the first piece of NPD activity for Pernod's The Gin Hub division, which was set up in September. The division operates within the group's Chivas Brothers business unit, which previously had handled the sales and marketing of Beefeater, along with Plymouth Gin and Seagram's.

The iteration, which comprises strawberry flavour, citrus and juniper botanicals, comes in a clear glass bottle

"Beefeater Pink really captures what gin has become, a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions," said Beefeater brand director Eric Sampers.

In August, Diageo launched a pink version of its Gordon's gin brand in the UK. The variant is priced at around US$23 per bottle.

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Show the press release

Today marks the launch of Beefeater Pink, the latest, bold expression to come from Beefeater, the world's most awarded gin brand. Fusing natural strawberry flavour, citrus and classic juniper botanicals, Beefeater Pink is a delicate and refreshing gin and one that is visually vibrant with its statement-making shade.

Beefeater Pink is expertly distilled and crafted in London by Master Distiller Desmond Payne MBE - a pioneer of today's global gin boom. Payne was inspired by Beefeater's founder James Borrough's creative curiosity. A pharmacist by trade before becoming a distiller, Borrough's wonderful inventions included raspberry gin, cherry brandy, British Brandy, bitters and mint. Beefeater continues to embrace Burrough's passion for colliding quality craftsmanship with experimentation and has created this natural strawberry flavour gin for the new generation of drinkers.

According to an independent report commissioned by Beefeater called Cocktails: The New Golden Era, millennials - the 'Gineration X' - are driving interest in cocktails with increasingly complex flavours. Beefeater Pink's natural strawberry flavour gives this new generation of gin drinkers a delicious, fun and visually appealing option.

The transparent glass bottle was created to enhance the natural vibrancy of the gin. With its graffiti style logo inspired by stencil art, Beefeater Pink also captures the contrast between tradition and modernity that optimises the spirit of London - the home of Beefeater Dry Gin. 

The newest addition to Beefeater's vibrant repertoire of gin innovation which spans over 150 years, Beefeater Pink follows the success of Beefeater 24. It is the first innovation to be launched by The Gin Hub, a new, stand-alone entity that brings together three of Pernod Ricard's award-winning and pioneering gin brands under one roof: Beefeater, Plymouth and Seagram's gin.

Eric Sampers, Brand Director for Beefeater Gin, comments: "Beefeater Pink really captures what gin has become, a modern, vibrant, colourful and innovative category, where consumers are not afraid to challenge the classics and conventions. Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist with each other." 

Sophie Gallois, Managing Director of The Gin Hub, adds: "We know that the gin industry is booming and there is a real appetite for new and innovative expressions that offer consumers a different drinking experience. In Spain, for example, the pink gin trend accounts for 40% of all value growth within the total gin category, so there is huge potential to tap into. I'm delighted that The Gin Hub is introducing Beefeater Pink. This statement drink showcases the incredible quality of Beefeater Gin, while the fresh addition of strawberry to our vibrant botanicals gives the drink its pink colour."

Beefeater Pink's will roll out in 12 countries from March 2018 before the rest of the world. The RRP is €14.95 and it has 37.5% ABV.

Beefeater Pink is best served with tonic water, lemonade or on the rocks with chopped fresh strawberries and served in a goblet. 

Tasting notes:
Taste: The soft fruit flavours of strawberry tune perfectly with classic notes of juniper and citrus to produce a finely balanced contemporary gin.
Aroma: Pleasant strawberry aroma.
Appearance: Soft, natural pink.
Beefeater Pink is best served as The Strawberry Beefeater & Tonic. Pour the gin over ice and top up with lemonade or tonic water. Add chopped fresh strawberries and serve in a goblet.

Original source: Company Release

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