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On-trade return for Beefeater Crown Jewel

Chivas Brothers, the premium gin business of Pernod Ricard, is re-releasing its premium gin Beefeater Crown Jewel globally to the on-trade. The limited edition exclusive will provide cocktail mixologists with another chance to enjoy the spirit following its discontinuation in 2009.

Beefeater Crown Jewel was renowned for its exceptional mixability, with an intense aromatic palate and unequalled strength of 50% ABV. Produced in small batches, this refined gin uses the same original recipe that launched the product in 1993 and built the expression’s popularity even after its discontinuation.  Beefeater Crown Jewel incorporates Beefeater’s nine classic botanicals, with the addition of grapefruit, which imparts crisp notes of citrus.

As part of the Beefeater family, Beefeater Crown Jewel is deeply rooted in London and the city’s tradition.  Beefeater Crown Jewel celebrates the legend that ravens must remain in the Tower of London to prevent the Tower, and the monarchy, from falling. As part of the new bottle design, the names of the eight resident ravens are imprinted on the side of every bottle in homage to this historical tale. Other contemporary revisions of the original Beefeater Crown Jewel bottle include greater prominence of the Beefeater logo, a limited edition bottle number and the batch number.

Beefeater’s master distiller Desmond Payne, the world’s most experienced gin distiller, comments: “Beefeater Crown Jewel is hugely popular within circles of gin connoisseurs for good reason: the velvety smooth gin shows superior, refined spirit notes with a delicate citrus aroma and – most significantly – a higher ABV of 50% that helps flavours hold together. These attributes won Beefeater Crown Jewel legions of fans before its discontinuation and we hope to once again inspire gin enthusiasts with the limited edition relaunch.”

JC Iglesias, global brand director for Beefeater, comments: “Launched before the super premium gin boom, Beefeater Crown Jewel was ahead of its time. An expression so popular that it deserves a one-off revival. We are excited to offer Beefeater Crown Jewel exclusively to the on-trade globally, inspiring the greatest creatives within mixology to celebrate the peerless qualities of this gin. We expect the limited edition relaunch to inspire bartenders around the world, encouraging existing fans and those that are yet to experience Beefeater Crown Jewel, to develop iconic cocktails with it.”

As part of the relaunch of Beefeater Crown Jewel, the brand has partnered with some of the world’s leading mixologists to create unique serves. The 1litre limited edition bottle will be available exclusively to the on-trade except for a very limited number of bottles being sold at Beefeater: The Home of Gin Visitor Centre at an RRP of €55.

15 October 2015 - Felicity Murray The Drinks Report, editor