Beefeater botanics: a refreshingly balanced taste

Beefeater is introducing its first 27.5% ABV spirit drink, made of distilled botanicals refreshed with 100% natural flavours. Beefeater Botanics Lemon & Ginger is aimed at those looking for a refreshingly balanced taste without compromising on flavour or quality. The gin base is made in the heart of London, just like Beefeater London Dry Gin, by the world’s most experienced gin distiller, Desmond Payne MBE.

Beefeater Botanics has been carefully crafted with no added sugar, no artificial flavours or sweeteners, but is still bursting with flavour. It also contains less than half the calories of a regular gin & tonic at 83 calories per serve (50ml Beefeater Botanics with 150ml light tonic[1]).

Desmond Payne, Master Distiller, Beefeater, adds: “Beefeater Botanics is crafted by distilling the Beefeater London Dry base, with our nine famous botanicals, before natural flavours of lemon and ginger are added. Beefeater Botanics has predominant fruit aromas, yet you can still detect the classic juniper in the profile. The refreshingly balanced taste of fruit flavours are achieved with no compromise, crafted with excellence and using only the best ingredients.”

Innovation has been a key growth driver for Beefeater, with Beefeater Pink Strawberry and Beefeater Blood Orange now distributed in over 75 markets and growing +12%[2].

Murielle Dessenis, Global Brand Director, comments: “Innovation is at the heart of Beefeater and it has been a strong start to the year for us, delivering new packaging worldwide and three new pilot tests: Beefeater Light in Spain, Beefeater Peach & Raspberry in the UK and now, Beefeater Botanics in Canada. For us, innovation is about driving the premium, quality credentials of Beefeater but also responding to key consumer trends in each market to offer our core target consumer, 25-34-year-old Urban Explorers, something new and exciting. We know that for these consumers social connections are important and Beefeater Botanics will open-up new drinking options not only to recruit new consumers into the brand but the wider gin category.”

Beefeater Botanics will be launched as a pilot test in Canada from April 2021 in the brand’s new packaging to ensure consistency across the range.