Beefeater unveils Peach and Raspberry-flavoured gin

by Owen Bellwood

Pernod Ricard-owned Beefeater is capitalising on the “huge opportunity” of flavoured gin with a new peach and raspberry-flavoured variant.

Beefeater Peach & Raspberry will launch in the UK and has been inspired by two historic recipes from founder James Burrough, who created a peach liqueur and raspberry gin in the 1800s. The new expression has been developed by Beefeater master distiller Desmond Payne to offer a ‘slightly sweet peach flavour and burst of raspberry’. Beefeater Peach & Raspberry uses the brand’s London Dry recipe as its base, with added natural peach and raspberry flavours. Payne said: “We love to experiment and James Burrough’s historic recipes provide us with a wealth of inspiration we are lucky to have. “Adding just a hint of peach and raspberry to Beefeater’s classic recipe, produced in our iconic London copper stills, has created another approachable flavour with a twist that’s both light and fresh, perfect for the warmer months ahead. “The new flavoured gin is clearly part of the award-winning Beefeater family, whilst there is a prominent fruit aroma the overall taste is discernibly still that of classic juniper.” The release of Beefeater Peach & Raspberry follows the launch of the brand’s Pink Strawberry and Blood Orange gins, which each saw sales increase 59.3% and 6.1% respectively according to Nielsen data cited by Pernod Ricard. Chris Shead, off-trade channel director for Pernod Ricard UK, added: “Flavoured gin represents a huge opportunity as it makes up 40% of premium gin in the UK and is growing +21.6%. “Beefeater Blood Orange and Beefeater Pink Strawberry are performing exceptionally well since launch. 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.” Bottled at 37.5% ABV, Beefeater Peach & Raspberry will be available exclusively in supermarket chain Asda for four weeks from 25 March 2021, priced at £18.99 (US$26). The new expression will then roll out across the off-trade. The flavoured gin will launch in Beefeater’s new packaging, which was revealed last month and will allow the brand to save 410 tonnes of plastic every year.