Say hello to Beefeater Rhubarb & Cranberry

Press Release 16/08/2022

The World’s Most Awarded Gin unveils latest flavour combination that taps into consumer trends and Beefeater’s rich heritage of flavour experimentation

Beefeater, the World’s Most Awarded Gin [1], is continuing to disrupt Premium+ Flavoured Gin by launching a brand new flavour developed exclusively for the UK by Master Distiller, Desmond Payne MBE. Beefeater Rhubarb & Cranberry’s bright red colour is visually appealing and uses classic Beefeater botanicals, juniper and citrus, and enhances them with the slightly richer notes of rhubarb and a delightful burst of juicy cranberry.

Beefeater, the number one Premium Flavoured Gin in 25 countries worldwide2, is continuing to drive category growth through innovation by unlocking new occasions and the new flavour combination was selected based on the top trending flavours in the UK. Beefeater Rhubarb & Cranberry can be enjoyed either as a classic Gin & Tonic or within a cocktail due to its versatility.

Desmond Payne, Master Distiller for Beefeater, comments: “This innovation is different to our original Beefeater Gin. The process starts by distilling the Beefeater Dry Gin base and then adding natural rhubarb and cranberry flavours. Whilst the product has a prominent fruit aroma, the base taste is discernibly that of juniper. Produced in our famous London copper stills, this is clearly part of the award-winning Beefeater family. The fruit influence is achieved using exclusively natural flavours – there is no compromise for excellence.”

Murielle Dessenis, Global Brand Director for Beefeater, comments: “Beefeater Rhubarb & Cranberry is a bright, eye-catching colour that will appeal to the Instagram generation of gin drinkers, whilst providing a fresh and natural taste of our classic botanicals. The Flavoured Gin category must continue to excite consumers by grabbing their attention with elevated flavour profiles, which is why our new flavour is based on consumer preference in the UK. Beefeater Rhubarb & Cranberry pushes the boundaries, whilst maintaining the integrity of Beefeater’s classic recipe.”

Premium+ Flavoured Gin has experienced double-digit growth for nine consecutive years[2]. Beefeater Blood Orange and Beefeater Pink Strawberry remain in the Top 8 Flavoured Gins in the UK in 2021 despite intensified competition since launch [2].

Beefeater Rhubarb & Cranberry, 37.5% abv, will be available from September 2022 in ASDA and Waitrose, as well as selected On-Trade venues. RRP £19.49, 70cl.

 

[1] Based on International Spirits Awards from 2004 to 2021

[2] IWSR 2021