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January 26, 2022

Pernod Ricard’s Beefeater Zesty Lemon – Product Launch

By Rhodri Morgan

  • Category – Spirits, gin, flavoured, 37.5% abv
  • Available – From March
  • Location – Available in ten international markets
  • Price – TBC

Pernod Ricard has launched a new flavour from its Beefeater gin brand.

The global release of Beefeater Zesty Lemon, which is made using natural lemon flavours, covers Czech Republic, Russia, Estonia, Finland, Norway, Lithuania, Hungary, Ireland, Romania and Slovenia.

Pricing and stockist details for the extension were not immediately available.

The launch is the latest in a series of flavoured gin launches from Beefeater, including Blood Orange in 2019 and Peach & Raspberry last year.

“For our consumers, taste and visual are king and lemon is currently the top-ranking flavour with high-visual potential,” said Beefeater’s global brand director, Murielle Dessenis. “Our new flavoured gin is not only vibrant and perfect for Instagram, but citrus has always been at the centre of Beefeater, making it a perfect fit for the brand.”

Earlier this month, Pernod created a new senior position in its investor relations department, with Corby Spirit & Wine CFO Edward Mayle lined up for the role.

What’s set to shape the spirits category in 2022? – Click here for Just Drinks’ forecasts

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