Pernod Ricard has announced that it is adding a new peach and raspberry flavoured gin to its Beefeater brand portfolio ahead of spring.
The new peach and raspberry infused gin will be available exclusively in Asda for four weeks from 25 March, before being rolled out across the off-trade.
Pernod Ricard says the new ‘refreshing’ gin features the classic Beefeater taste of juniper and citrus, enhanced by the slightly sweeter notes of peach and a burst of raspberry.
With a 37.5% ABV, the new expression has been made using natural flavours and was inspired by two historic recipes from Beefeater founder James Burrough, who created peach liqueur and raspberry gin in the 1800s.
According to Pernod Ricard, the quintessential British flavours have been given a modern twist to meet the demand for exciting new gin flavours.
“Flavoured gin represents a huge opportunity as it makes up 40% of premium gin in the UK and is growing at 21.6%. Beefeater Blood Orange (+59.3%) and Beefeater Pink Strawberry (+6.1%) are performing exceptionally well since launch,” said Chris Shead, off-trade channel director at Pernod Ricard UK.
He added: “Introducing new and exciting flavours is not only a fantastic recruitment tool for the category, but also a great way to tap into different occasions and consumer taste profile needs.”
Beefeater Peach & Raspberry will launch into the UK market in the brand’s new packaging that was revealed last month and will retail for £18.99 per 70cl bottle.
Most recently, Pernod Ricard released Beefeater Light, a 20% ABV gin for consumers who want to cut down their alcohol consumption.
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