Beefeater launches Burrough’s Reserve

Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, is pushing the boundaries of the gin category with the launch of Beefeater Burrough’s Reserve – a hand-crafted, ultra-premium, 'oak rested' gin for drinking neat.

Described as a gin for 'free thinkers' and presented in a distinctive and eye-catching glass bottle embossed with botanical shapes, it is the first permanent addition to the Beefeater range since the launch of Beefeater 24 in 2008. But only a limited amount of Burrough’s Reserve will be released annually.

Bottled at 43%abv, the gin will launch in Spain from June 2013, before rolling out into other key markets such as the UK and US. The launch will be supported in local markets through a range of marketing initiatives, including a consumer mentoring programme that will highlight the association between Beefeater Burrough’s Reserve and 'free-thinking'.

In the UK it will be available in prestige off-trade retailers with an RRP of £69, as well as select bars across London.

Produced by master distiller Desmond Payne, and using the original Beefeater recipe refined by Beefeater’s founder James Burrough in the 1860s, Burrough’s Reserve is distilled by hand using Burrough’s original copper “Still Number 12”, combining Beefeater’s distilling heritage with modern innovation to create this category-first expression.

Beefeater Burrough’s Reserve is distilled in a small historic copper still from the 19th Century, then rested in Jean de Lillet oak barrels. This gives the gin oak characteristics combined with residual Jean de Lillet, and a golden colour. It is recommended to be served neat, redefining the way gin is consumed by presenting a new experience and serve for those seeking to explore the world of premium quality gin.

Desmond Payne, comments: “After 45 years in the drinks industry, I wanted to create something truly unique that celebrated the distilling heritage of Beefeater. I had been interested in resting gin for a while and knew that if the cask was right, we could make a really exciting new gin that changed people’s perceptions of the spirit. I felt that the use of Jean de Lillet casks and Still Number 12 would introduce a new character to the gin, elevating it to a place that had not been explored before. I expect Burrough’s Reserve to appeal to free thinking individuals who enjoy challenging convention and exploring new sensory experiences with gin.”

The Jean de Lillet casks are filled three times for a single batch of Burrough’s Reserve. The resting times vary across the batch: gin resting in first fill casks will remain for a series of weeks, whilst gin resting in third fill casks will be left longer to allow uniform extraction of flavour and character. This process is only complete when Desmond Payne determines that the gin is consistent with previous batches and ready for release. Burrough’s Reserve is small batch produced, yielding just 900 litres per batch.

The launch will be supported with a range of marketing initiatives, including a ‘consumer mentoring programme’ that will highlight the association between Beefeater Burrough’s Reserve and ‘free-thinking’.

Adam Boita, marketing controller at Pernod Ricard UK, says: “The launch of Burrough’s Reserve will continue to cement Beefeater as a premium spirit and driver of innovation within the gin category. 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.”

24 April 2013 - Felicity Murray