Beefeater, that most manly of British gins, has launched a new pink-hued spirit aimed at young millennial palates.
Responding to the growing popularity of pink gin, and arriving in time for summer cocktails, Beefeater has joined the pink party with an expression infused with strawberries.
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Targeted at “young millennials”, Beefeater Pink combines the classic London Dry gin, with its classic flavours of citrus and juniper, with the sweetness of strawberries in the latest British pink gin to hit the market.
The pale pink expression is the creation of master distiller Desmond Payne MBE, who spent months perfecting the flavour of this savvy new spirit.
Beefeater Pink is the first innovation to be launched by The Gin Hub, a new, stand-alone entity that brings together four of Pernod Ricard’s gin brands: Beefeater, Plymouth, Seagram’s and Monkey 47, under one roof.
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Before you gin purists tut-tut the new strawberry persuasion, you might like to know that pink gin already accounts for 40 percent of the Spanish market, in a country where gin is taken rather seriously and is just the latest modernisation of the ancient spirit in a bid to reach the 20-27-year-old consumer.
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