Beefeater gin launches London Market limited edition

09 June, 2011

Beefeater gin has launched a limited-edition expression called London Market.

The ginís recipe is inspired by the exotic ingredients found in the capitalís food markets and the product has a recommended selling price of £17.99.

Master distiller Desmond Payne toured Londonís markets in search of fresh ideas and opted for a blend which includes pomegranate seeds, kaffir lime leaves and cardamom pods. He said: ďBy using these exotic botanicals, I wanted to create a gin that captures the drinkerís imagination, reminding them of all the colourful aromas, tastes and charm of Londonís bustling markets in the summertime.Ē

Beefeater brand ambassador Tim Stones has developed a series of new cocktails and punches for London Market, including Kaffir Lime-ade, Pommy Punch and Portobello Punch.

Marketing director at Chivas Brothers Eric Benoist said: ďWe are committed to driving the premium gin category forward by introducing innovative new products and different serving suggestions. Our Limited Editions are a perfect example of this commitment, and will provide the consumer with fresh inspiration, distinguishing Beefeater in what is a highly competitive market.Ē




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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