Beefeater Crown Jewel joins permanent range

by Melita Kiely

Pernod Ricard has released Beefeater Crown Jewel as a permanent expression in the gin brand’s portfolio.

Beefeater Crown Jewel was first launched as a limited edition expression almost 20 years ago. It sits at a higher alcohol strength of 50% ABV. Desmond Payne MBE, master distiller for Beefeater, said: “As an elevated expression of our house style, Beefeater Crown Jewel is one of my favourites within the portfolio due to its full, rounded and encompassing aroma, and bartenders have been banging our door down to bring it back. “To taste, you get fresh grapefruit-led citrus leading to the bolder kick of classic juniper at the crown. A long progression of warm spices and a hint of liquorice sweetness finish with a reminder of deeper citrus notes. “The botanicals are beautifully balanced providing long, complex flavours that excite the palate through to the finish. The higher alcohol strength of 50% ABV supports and lifts the delivery of the 10 botanicals.” The gin comes in a ruby-red bottle, which was inspired by cuts of Crown Jewels at the Tower of London. It is available in 16 countries, priced at RRP £60 (US$70). Murielle Dessenis, global brand director, added: “Beefeater Crown Jewel provides those looking for reassurance and status from established international brands with something extra special from Beefeater, the world’s most awarded gin. “By 2024, one in every three bottles of premium-plus gin will be super premium and it therefore made sense for us to consider bringing back our ultra-premium gin from our archives that had previously been so well received by world-renowned bartenders and connoisseurs. “Beefeater’s most guarded gem is now reborn into a modern icon. The crème de la crème of London Dry gin is back.” Parent company Pernod Ricard reported an 11% sales rise for the first quarter of its fiscal 2023.

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