Beefeater embracing spring with Peach & Raspberry Gin

Beefeater has announced a refreshing new addition to its gin range ahead of the spring season: Beefeater Peach & Raspberry.

This fruity expression is inspired by two historic recipes from the brand’s founder James Burrough, who created a peach liqueur and a raspberry gin in the 1800s.

These quintessential British summertime flavours have been given a modern makeover by Beefeater’s master distiller, Desmond Payne.

With its peachy pastel hue and juicy flavours of sweet peach and tart raspberry, this expression brings a fresh dimension to Beefeater’s classic London Dry Gin.  

Chris Shead, off-trade channel director at Beefeater owner Pernod Ricard UK, said the new release followed huge success for the brand’s Blood Orange and Pink Strawberry expressions.

“Flavoured gin represents a huge opportunity as it makes up 40 per cent of premium gin in the UK and is growing +21.6 per cent,” he said.

“Introducing new and exciting flavours is not only a fantastic recruitment tool for the category, but also a great way to tap into different occasions and consumer taste profile needs.”

Desmond Payne added: “We love to experiment and James Burrough’s historic recipes provide us with a wealth of inspiration we are lucky to have. Adding just a hint of peach and raspberry to Beefeater’s classic recipe, produced in our iconic London copper stills, has created another approachable flavour with a twist that’s both light and fresh, perfect for the warmer months ahead.”

Beefeater Peach & Raspberry will launch in the brand’s new packaging, revealed last month, which encompasses a new bottle shape and uses a 100 per cent recyclable glass bottle.

The new gin (37.5% ABV) will be available exclusively in Asda for four weeks from 25 March 2021, before being rolled out across supermarkets and independent spirits retailers with a recommended price of £18.99 per 70cl bottle. Beefeater recommends serving it with ice, tonic, and a peach wedge and a few raspberries to garnish.

It is the second new release announced by Beefeater this year, along with the lower-alcohol Beefeater Light.