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Beefeater 24 inspired by a cup of tea

Pernod Ricard's new Beefeater 24 is a super premium expression of Beefeater gin, which is presently being rolled out in the UK, Spain, the US, Canada, Russia and global travel retail markets.

Following 18 months of experimentation, master distiller Desmond Payne created a distinctive recipe, which brings an exciting new dimension. Beefeater 24 is made from 12 hand-selected botanicals with a rare blend of teas at its heart which he says "complements the Beefeater style perfectly, bringing a fresh aroma and incredible smoothness to the final product"

Distilled in London, Beefeater 24 takes its name from its 24-hour steeping process and the 24-hour city lifestyle.

It is presented in a bottle inspired by the Arts & Crafts movement, and will be available in luxury outlets such as Harvey Nichols and Harrods in the UK, at a premium price to Beefeater London Dry Gin and most other premium gins.

International brand director for Beefeater Gin, Nick Blacknell, says: “Beefeater 24 has been created with today’s sophisticated gin connoisseurs in mind. The super premium market continues to show strong momentum and offers excellent future growth opportunities making this a great time for us to launch this luxury expression. Beefeater 24 is a new London gin dedicated to a new London; the perfect response to this growing demand for super premium gins, which will bring the brand to a whole new level.”

Beefeater 24 was unveiled at London’s Syon House at the end of last year. The theme of the party held at Syon House, where 400 guests from 10 countries were lavishly entertained, was a modern interpretation of the ‘Vauxhall Pleasure Gardens’, recalling the days when London society would gather to eat, drink and be entertained in spectacular surroundings in Vauxhall Gardens – just yards from where the Beefeater distillery stands today.

The roll-out is being supported by a new high impact advertising campaign.

April 09

1 April 2009 - Felicity Murray