Beefeater launches ultra-premium gin

22 April, 2013

Beefeater will launch an ultra-premium gin that will retail at £69 in prestige off-trade outlets.

Beefeater Burrough’s Reserve marks the first addition to the brand’s core range since Beefeater 24 was launched in 2008.

It uses founder James Burrough’s original recipe from the 1860s and uses his original copper.

Adam Boita, marketing controller at Pernod Ricard UK, said: “We are looking to challenge gin lovers’ perceptions and redefine the way in which they consume gin by introducing them to a new way of enjoying their favourite spirit.”  

Only a limited amount will be released annually.




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I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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