New Beefeater 24 gin unveiled
Pernod Ricard UK has unveilied a new premium gin under the Beefeater banner.
Beefeater 24 is being distilled to a new recipe and uses a dozen, specially selected botanicals including a rare blend of tea.
It is being targeted primarily at the on-trade with style and cocktail bars together with other premium outlets considered as the main customers. It will also be distributed through luxury shopping outlets like Harvey Nichols.
To underline its premium status, Beefeater 24 is presented in a stylish bottle that was designed in the style of the Arts & Crafts movement. The 24 suffix is said to refer to the 24-hour “steeping” (soaking) process used in production.
Pernod Ricard will be unveiling the new gin at tasting sessions in Heathrow and Gatwick airports.
It has also created a website, www.beefeater24.com, which will give further details.
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